LIBRARY OF CONGRESS. 



©Jjap* ©ajujvigtyl Ifxu 

Shelf.iA.3fo 

UNITED STATES OF AMERICA. 



NEARLY 



T^ree ^T^^dred^/ays 



TO DRESS 



j^how Windows 



.Also Suggestions and Ideas for 
Store Decoration. 




AND NOVEL IDEAS FOR SPECIAL ADVERTISING. 
J. M' MS*** fa* 






BALTIMORE : 
Show Window Publishing Company, 

Exchange Place and Commerce St. 



1 S S Jr> . 






Copyright 1889 by J. H. Wilson Marriott. 



PUBLISHER'S NOTICE 



The Art of Window -Display is at present recognized as a most impor- 
tant factor for the increase of trade and for the building up of a good, 
lively business. 

The old style of window dressing no longer attracts, but it is the novel 
and striking ideas that take the public eye, and never fail in their effect. 

Many merchants doubtless would give more attention to the dressing of 
their show windows, but have been unable to do so from lack of informa- 
tion and ideas, and which could not be obtained without the employment of 
professional window dressers, the expense of which was greater than they 
would be justified in incurring. 

The only information otherwise obtainable on this subject has been 
brief notices and suggestions printed from time to time in the various trade 
papers of the country. These have of necessity been limited in number and 
scattered over a great extent of territory, so that unless a merchant sub- 
scribed to a large number of papers he could at the best only secure a scant 
amount of information, and that somewhat meagre in detail. 

The idea of gathering together and compiling in book form these 
scattered suggestions originated with the undersigned, and therefore in the 
publication of this book no special claim is made to originality other than 
the manner in which it is put before the public. 

A careful investigation of the subject reveals the fact that there is no 
work of a similar character in existence, and it is therefore confidently 
believed that this publication will, to use an old and somewhat time-worn 
expression, "fill a long felt want." 

Many storekeepers imagine that to dress their show windows attrac- 
tively is a difficult and costly thing to do, but a glance through this work 
will convince any merchant that such is not the case, for the information 
here given will enable him to produce good results with a modest outlay of 
thought, time and money. 

To show the value that is now placed upon the importance of having 
show windows attractively dressed, we have republished a number of 
extracts taken from many of the leading papers of the country, and to 
which attention is respectfully invited. 

The price of the book has been placed at such a low figure that no 
merchant can possibly object to its purchase on the score of excessive cost. 
The same matter, if obtainable at all in any other way, would entail an 
expense at least twenty times as great. 



Table of Contents. 



PAGE. 

Publishers' Notice 3 

The Use of Store Windows 5 

General Principles of Correct Window Dressing- 8 

Art in Show Windows 10 

The Window Dresser 12 

Extracts from Leading Papers on the Value of Window Dressing 13 

Boxes in Show Windows 17 

Light in Store Windows 17 

Who Shall Dress the Windows ? 18 

Harmonies for Window Dressers 18 

How to Keep Windows from Frosting in Cold Weather 19 

How to Wash Store Windows 19 

Suggestions for Dry Goods Windows 21 

Suggestions for Clothing Windows. ... 48 

Suggestions for Furnishing Goods Windows 66 

Suggestions for Fancy Goods Windows 81 

Suggestions for Boot and Shoe Windows 85 

Suggestions for Grocery Windows no 

Suggestions for Furniture Windows r ,q 

Suggestions for Hardware Windows x^j 

Suggestions for Crockery and Glassware Windows I42 

Suggestions for Stationery Windows ^\2 

Suggestions for Hat and Cap Windows !44 

Suggestions for Paint and Oil Windows ^4 

Suggestions for Druggists Windows I45 

The Artistic Decoration of Drug Stores I57 

How to Utilize Vacant Space in Front of Drug Stores jcg 

Suggestions for Jewelry Windows j6 2 

Miscellaneous Suggestions for Window Dressing xSo 

Store Windows for the Holidays 200 

Holiday Store Decoration 20 8 

Winners for Holiday Trade 2I , 

Store Decoration 2l6 

Advertising Methods 22 „ 

Window Devices and Advertising Novelties 2 ~"j to 28S 



THE USE OF STORE WINDOWS. 

Window dressing has become a leading feature in the business of retail 
merchants in all lines of trade. It is looked upon by most storekeepers as a 
useful art, yet all things which are useful are not cultivated, and there are 
many — far too many — stores throughout the country where no attention is 
paid to the decoration of windows ; the smoky, dusty sheets of glass remain 
the same from season to season, and, as an almost universal rule, the trade 
total remains unincreased. So far as a somewhat extensive experience in 
mercantile matters has gone, no case has been observed in which window 
dressing did not pay in a degree corresponding to the attention devoted to it. 
This has been the universal testimony of all business men who have ever 
expressed themselves on the subject, and the number of merchants who are 
paying more attention to this important subject is constantly increasing. 

One reason why this art is not more freely cultivated may be because 
most storekeepers are men with a lack of an acute perception of the harmony 
of design and color which has caused them to avoid the decoration of their 
windows lest some offense to good taste might be perpetrated. Others are 
negligent because they find no time to devote to that part of business. 

To clerks seeking advancement in mercantile life, no surer passport to 
success is to be found than to be an expert window dresser. There is a 
dearth of clerks, even among women, who are able to lay out an intelligent 
plot for a window, and then follow it out completely. It has seemed to be 
the desire of most writers on the subject in the trade press to impress their 
readers with the idea that window dressing is a most complex and laborious 
operation, difficult to acquire, and necessitating the possession of great 
artistic ability and a creative brain. It may be that this course has discour- 
aged clerks from making a beginning. If so, let the idea be dispelled. Any 
clerk who has wit enough to sell goods can certainly train himself to be a 
good window dresser, particularly if helped along by rudimentary sug- 
gestions. 

AIMS SOUGHT. 

A few words on the aims to be sought after in window decorations will 
give a better understanding of the benefits to be expected and the methods 
to be employed. 

A decorated window must have three principle objects : 

1. To serve as an index to the class of goods kept in the store. 

2. To attract attention of people to the store. 

3. To show goods which will excite in the people the desire of possession. 

SHOWING GOODS KEPT IN STOCK. 

The first object for which windows should be decorated to serve as 

indices of goods kept in stock is simply an advertisement, aad must be so 

considered. It should be made to supplement advertising in the local 

^papers, over which it has the advantage of presenting the object advertised 

directly to the purchaser, while in a newspaper the object may only be 



6 NEARLY THREE HUNDRED WAYS 

described. Advertising by window dressing is very effective and costs 
nothing. A clerk's time is the only requisite, unless the merchant prefers to 
expend some money — wisely, too — for fixtures specially designed for the pur- 
pose. In a newspaper advertisement the merchant announces the articles he 
desires to sell. The purchaser reads the advertisement and starts on a 
shopping expedition with an intention of calling in to see the article adver- 
tised. If this is displayed in the window the customer is more apt to follow 
out the original intention of purchasing, and the sale is made more certain. 
That a customer may see before purchasing just the effect produced by 
combinations as artistically arranged in windows is often a great aid to 
selection. The window advertisement goes constantly before hundreds of 
people who do not read papers, and is a standing invitation to people to 
purchase your goods. 

TO ATTRACT ATTENTION TO THE STORE. 

The second object for which windows are dressed — to attract attention 
to the store — may seem to be inseparable from an advertisement, but it is 
that and something more. An advertisement simply announces that you 
have goods of a certain kind to sell. The window display does the same 
thing, but it also stimulates curiosity and excites examination and scrutiny 
of the objects displayed. Persons who have in mind the future purchase of 
certain articles will invariably examine goods of the character desired, when 
displayed in windows which they may be passing. An article appeals more 
certainly to the taste of a buyer if it is harmoniously displayed. There is 
no doubt that taste in dress and decoration has been freely cultivated by 
good window dressing. A writer has said : " To see just how a purchase is 
going to look in the home or on the person ; to know how to place a vase,, 
easel, picture, or a statuette, so the best effect will be secured ; to know 
just what shade of table cover will best display the prettiness of knick 
knacks placed upon it, or how to drape a fabric to the best advantage, are 
matters which window dressing helps to decide. That purchase follows 
close upon decision is a logical certainty. Bu.t more than this, an artistic 
display in a window creates wants which sooner or later end in purchases 
which otherwise might never have been made." Windows permit persons 
who are unfamiliar with prevailing fashions to learn what articles are being 
used without exposing their ignorance of styles to salesmen. These persons 
then become easier buyers. 

TO EXCITE PURCHASE. 

The third object which windows should serve is to excite the desire of 
possession and induce purchases. The attractively dressed window is a silent 
salesman appealing for trade. Goods should be so displayed as to force people 
to feel that they would really like to possess them, and this feeling ends 
sooner or later in purchases. The result will be an instant sale to people 
able to gratify their desires ; by those who have to plan and contrive before 
investing, the store will be remembered and the goods called for long after 
they have been taken out of the window ; by others the location will be com- 
municated to friends who intend making purchases. In some of these three 



TO DRESS SHOW WINDOWS. 7 

ways the window will create business. As it is a constantly changing adver- 
tisement, the wants of many different people will be catered to and all lines 
of trade be covered. 

DRESSING TO FIT BUSINESS. 

Having outlined the objects which should be sought in window dressing, 
the merchant will have to use discretion in making his display fit well with 
his business. The character of the trade he is catering to should be under- 
stood, for it would be manifestly unprofitable for a merchant to show only 
high-priced goods to a trade of which ninety-nine per cent, are unable to 
buy. It should be borne in mind that the millions use goods of medium 
quality, while only the hundreds use the finest grades. Hence, it will be 
wise to display medium-priced goods with exactly the same attention to 
detail as is used with the better goods. Remember that it is from the mil- 
lions that most trade comes, and their interests should be served. 

Following this line of reasoning, the windows in a frontier town will differ 
very much in their composition from those in a well-settled community. 
The wants, habits and customs of frontier people are much more pronounced 
than those in interior towns, and they will stand and appreciate a style of 
window dressing which would not be enjoyed in other places. 

DISPLAY ONLY GOODS KEPT IN STOCK. 

Another principle to be religiously followed is never to display goods 
for sale which you do not keep in stock, unless a statement is made to that 
effect. When the attention of a customer is attracted by a feature in the 
window, he wants to see the same thing in stock. Substitution is a sin of 
the first magnitude. If you display a bargain in the window be prepared to 
duplicate it on the counter. Use every legitimate means to get people into 
the store, but when they are inside do not deceive them. 

WINDOWS CREATE INTEREST. 

The interest of passers-by must be drawn to your window. This may- 
be done in one of three ways. By displaying an immense stock of the same 
article. Such an arrangement impresses people by its mass and ponderous- 
ness, and people will look at it for the same reason they look at a big horse, 
a large man or a massive block of coal. Americans admire largeness in 
almost anything. 

The second manner of attracting attention is by the peculiar and un- 
looked-for arrangement of the goods displayed. In this style of window 
dressing is the skill of the dresser most to be displayed. In this may be 
called into use all the artistic feeling and ingenious faculties. To attract 
attention by mass requires but slight power; to attract it by delicate adjust- 
ment of light and shade, by skillful imitations of objects and by happy 
combination of fabrics, brings into play the dresser's best skill and force. 
In this division of dressing would be formulated all set pieces, all designs 
simulating windmills, lighthouses, cradles, ladders, stars, crescents, etc. 
Their invention can be multiplied indefinitely by the clever dresser. 

A third method to attract notice to a window is by the use of means 
extraneous to the goods kept in stock. In this class might be arranged all 



8 NEARLY THREE HUNDRED WAYS 

mechanical toys, all exhibitions of curious animals, etc. These are very 
effective, and are now used quite extensively. 

PRICES OF GOODS SHOULD BE GIVEN. 

After attracting attention to the window the looker-in should have his 
curiosity gratified by being able to discover the price at which the goods are 
sold. For this purpose neat price cards are very useful. 

In this branch of advertising set for your clerks the problem of having 
the best dressed windows in your town, and then attain your goal if you 
can. — American Storekeeper. 



GENERAL PRINCIPLES OF CORRECT WINDOW 

DRESSING. 

The following outline of the general principles of correct window 
dressing is reprinted from a little manual issued by one of the large window 
fixture manufacturers of this country : 

"Color is by far the most obvious means for attracting the eye, and a 
window dressed in colors secures the attention of the passer almost 
inevitably — far more readily than any merely ingenious arrangement in 
which color is absent. 

Good color effects are difficult to obtain where goods of a variety of 
colors are used ; and window dressers of the best taste and most experience 
strongly favor the use of but two or three colors, complementary to each 
other, and as a rule grouped in large masses. Thus a most attractive and 
harmonious window is produced by pale-blue underwear, with rose -pink 
suspenders as a relief — a combination frequently seen in the best New York 
windows. Tan and dark-blue, black and scarlet, yellow and brown, are all 
effective combinations. 

Simplicity in arrangement as well as in color is desirable. It is a safe 
rule not to display a great variety of articles in the same window, as a com- 
plicated arrangement usually appears confused. 

The most effective windows are made by the use of designs which are 
not intricate, and which are easily understood at a glance. The easiest way 
to dress a window tastefully, is to arrange a unit, composed of as many 
articles as the taste or ingenuity of the dresser may dictate ; and to repeat 
this unit to fill one or more bars or the entire window. 

Where the primary purpose is to display as many goods as possible 
without much regard to color, effect or harmonious arrangement, it is 
advantageous to dress the window close up to the front, and fill it full 
enough to entirely cover the space. Where color and form are to be con- 
sidered, fewer articles may be used, they may be more widely spaced, and 
should be placed further back. The window should then be at least two 
bars, and still better three bars deep ; and from three to five bars high. It 
may even be still higher, but great height is undesirable, as it makes the 
display disproportionate and is rarely effective; besides requiring a great 
quantity of goods. 



TO DRESS SHOW WINDOWS. 9 

Curved bars are advantageous, as they aid materially in forming any 
design, may be satisfactorily dressed with a very small quantity of goods, 
and take the eye. 

In dressing a window with the purpose of getting as much of a show 
as possible with a few goods, the surroundings should be carefully consid- 
ered; that is, the background, the light, and the distance from the front. 
Concerning the latter, it may be said, as a rule, that a thinly- dressed window 
should be arranged well back from the glass, and in that case it should have 
a strong background to bring it out boldly. 

A window dressed entirely to the front has no effectiveness as a whole, 
but depends for its effect entirely upon separate details, for the reason that 
it has not the requisite distance to give the eye the proper focus ; but when 
the display is withdrawn two or three feet within the glass, the proper focus 
is obtained and the eye takes in the whole with pleasure. Moreover, the 
play of light and shade is much more varied and pleasing, the light being 
softened and diffused. 

As to light, it may be said in general terms that all the light must come 
from in front, and that any admission of light from the rear, or directly 
behind the articles shown, completely ruins the effect by confusing the out- 
lines and colors. 

It becomes important, therefore, especially in an openly dressed window, 
that a background shall be provided for the double purpose of excluding 
light from the rear and sharply defining the outlines of articles displayed; 
and moreover, such a background, if judiciously selected, can be made to 
supply an important color element in itself. 

In many cases mirrors form effective backgrounds, as they concentrate 
the light, sharpen the outlines of objects displayed, and greatly increase the 
apparent size of the window. 

Dark drapery, especially of plush, forms a most desirable background, 
affording the best possible foil for articles relieved against it. A rich and 
desirable effect may be secured by arranging a brass bar at the proper 
height, and suspending with rings a curtain of plusn, or of plum colored, 
or dark wine colored drapery silk, of the light flowing texture now so much 
used for the purpose. Either of these would harmonize admirably with 
almost any bright color placed in front of it, but in case it were desired to 
display goods of very dark shades, care should be used to place them close 
to some article of much lighter tone, to furnish the required foil. 

For the bottom of windows, many window dressers now use loose plush 
coverings, which can be changed as desired, to harmonize with the goods to 
be displayed. They are usually made much larger than the window, so that 
they can be draped over small boxes or standards placed on the bottom of 
the window, the elevations and wavy lines thus produced adding greatly to 
the effect of the goods displayed. Thus for a blue window old gold plush 
is used, and for a rose-colored window, old blue." 



10 NEARLY THREE HUNDRED WAYS 

ART IN SHOW WINDOWS. 



How Pretty Pictures are Painted for the Sidewalk Crowd. 

" Let me dress my show window and I don't care who writes my adver- 
tisements." 

Thus observed a shrewd Sixth avenue merchant recently. That he was 
correct in his view of the importance of window dressing a glance at the 
steady stream of humanity that stopped for a minute or more to gaze into 
his well-filled window and only moved on in obedience to the policeman's 
orders, seemed to give the color of truth to his observation. The show 
window has become an important factor in the retail trade, and the merchant 
who fails to grasp this point with both hands, as it were, is sure to realize 
his blunder sooner or later. 

In New York window dressing has become an art, and a high art, too, 
and like all arts it takes its particular features from its surroundings. Eor 
instance, the window of Eighth avenue differs as much from the display 
made on upper Broadway as the gaudy canvas of an auction shop differs 
from the chaste production of a European master. The same diversity is 
noted between the windows in Kleine Deutschland, at the other end of the 
shopper's continent, along the eastern borders of Tompkins square, and the 
artistic exhibitions made by the wealthy dealers of Fifth avenue. 

Between these longitudinal limits this art has as many phases as the 
people for whose tastes it is pursued. The skillful window dresser, true 
artist that he is, seldom errs in suiting his wares to his customers. 

Let us cross the city and study these phases of art and observe the 
causes that produce them. There is hardly room enough on the wide pave- 
ments of Avenue A to hold the crowds that cover them. Even the gutters 
are filled with sight seers, and in front of the most popular windows there is 
a jostling multitude that extends half way to the car tracks. And such a 
multitude! Old men just home from their work, old men who do no work, 
boisterous young men out for an evening's frolic, sedate young men who have 
no time for folly, women with market baskets, women laden down with 
bundles like pack-horses, women whose slender purses permit no bundles, 
old and young, well-to-do and poor, dig each other in the ribs and trample 
on each other's toes as they keep their eyes on the gorgeous show windows 
and vainly try to avoid the swarms of children at one and the same time. 

By far the greater part of the pushing crowd consists of children 
ranging in size from those who can easily look into the show windows with- 
out standing on their tip-toes, to little toddlers not half so tall, but certainly 
twice as noisy, restless and enthusiastic. And who says children are not 
good advertisers ? Their little tongues rehearse the wonders they have seen 
when once back in their homes, and mother, father, sister and brother have 
no peace nor rest until they, too, see the windows that have caused so much 
stir, and the probabilities are that the enterprising storekeeper secures an 
additional customer. 

The sign in one window reads : "Immense Slaughter in Dolls." 



TO DRESS SHOW WINDOWS. 11 

This is the children's favorite. Judging from the heap of miniature 
men, women and infants piled on top of each other without the slightest 
regard for pose or comfort, it has been a slaughter unequalled in the annals 
of carnage. Above the pyramid of innocents, whose remains are going like 
hot cakes at 39 cents each, sets a pudgy doll, with outstretched arms and 
legs, unnaturally stiff at the elbows and knees. Its head is framed with a 
halo of kinky flax and its waist is wrapped with a fold of bright blue cloth. 
It is the only apparent survivor of the tragedy, and on this account more 
than its intrinsic beauty its price has been fixed at 49 cents. Surrounding: 
the pryamid are toys, dear to the children's heart and exceptionally cheap to 
their parent's pockets. Boxes of tools, warranted to wreak havoc in the 
most substantial of play-rooms; whistles of tin and wood, painted and 
plain; drums of all sizes, and a collection of swords, muskets and pistols 
that would make the heart of a Quaker turn sick with horror. 

The display in the bakery near by is enough to make one's mouth water. 
Gaudily decorated gingerbread hearts, the picture of generosity in size,, 
frilled and scalloped around the edges with stucco work in white, sugary 
paste, and containing a wholesome motto in German text pasted on their 
centers, lie in the middle of the window and lean against the sides of the 
inclosure. There are plump, fruity cakes, also ornamented with sugar 
mountings as bewildering in their lines as the paths of a labyrinth. Besides 
these, there are cakes meant to be looked at and not eaten ; candied figures, 
and, above all, seductive little cupids float, suspended face downward from 
the ceilings by slender threads. Around this window cluster old men and 
middle-aged women, to whom the sight recalls the fatherland, and the chinks 
between them are filled with greedy little boys and girls, philosophers in 
their way, who would rather eat a cake any day than have a bushel of toys 
that they must be careful of. 

Crossing over to the centre of the city, a greater contrast could hardly 
be imagined than that which exists between the holiday medley of Avenue A 
and the brilliant displays of Broadway and Sixth avenue. It is true the 
pavements are equally thronged, but there is a vast difference in the crowds. 
Carriages line the sidewalks, and attendants in tailor-made livery obsequiously 
open and close the store doors. Here is a portly banker, pausing before the 
blazing window of a diamond dealer, debating in his mind which of two 
necklaces he will buy for his daughter. Ladies from Murray Hill alight 
from their carriages, purses in hand, and emerge from the store soon after- 
ward with dainty parcels worth small fortunes. 

In a Broadway window, clinging to the waxen shoulders of a lovely 
female figure, hangs a cloak of rich, warm sealskin marked $1,200. Under 
its folds is a Paris gown worth half that amount. Other figures artistically 
grouped around this princess wear robes that will rustle in many fashionable 
ball rooms before the season is over. 

As Sixth avenue is reached the scene again changes, and with it changes 
the crowd. The windows grow more gorgeous, and the throng walks more 
slowly. Here is a palace, the walls, columns and vaulted ceiling made 
entirely of handkerchiefs. Next to it is a forest of canes, umbrellas and 



12 NEARLY THREE HUNDRED WAYS 

Alpine stocks with silver knobs at one end and parasols at the other. Then 
-comes a congress of beauties, stiff, stilted and motionless, each outvying the 
•other in the richness of her attire and the cheapness of its price. Here are 
toys such as children in olden times never dreamed of. On a small steel 
track there runs a real steam engine, round and round in a circle. 
Another steam engine moves the machinery of a grist mill, and in the 
further corner are two prancing horses, hitched to a fire engine warranted 
to extinguish any flame less ardent than the enthusiasm of its youthful 
owner. Then there are opera singers whose dresses could hardly be told 
from Worth's, who open their eyes and close them, and make pretty little 
bows when their songs are ended. Besides these there are dolls that do 
everything except cry in the middle of the night, and doll houses that 
•almost dwarf into insignificance many more pretentious houses on the 
avenue in the richness of their furnishings. 

Eighth avenue presents still another sight, and still another crowd of 
sight seers. Here everything is found that can be found anywhere else, and 
more, too. The windows are so crowded that the pavements are called into 
use, and the pedestrian must needs exercise both eyes and considerable 
caution to avoid disaster. — New York Mail and Express. 



THE WINDOW DRESSER 



A Student of Artistic and Mechanical Effects— An Imposing Individual. 

There is no man of greater importance to the retail trade in these days 
of push and progress than the professional window dresser. Few people 
have any idea of his bigness and fullness of spirit, his autocratic sway in 
the dry goods store in which he is engaged, and the manifold qualifications 
that make up his value. An idea may be gained of his lofty position by the 
salary he draws. This ranges from $2,000 to $5,000 a year. Six or seven 
years ago he got $10 a week. That was before he elevated his calling to the 
pinnacle of art. 

The window dresser must primarily be an artist and a designer ; he 
must have an eye for color and a knowledge of what shades will not fade in 
a window. He must be a scene painter, a gasfitter, a plumber, a tinner, a 
carpenter, a sign writer, a dress draper, a wax figure maker. As he must 
handle electric lights, he must be something of an electrician, for if he 
does not have his wire connections properly made, a crossing of an incan- 
descent wire by an arc light wire will play havoc and burn up thousands of 
dollars' worth of costly silks and laces. 

Every large store with a professional window dresser has a property 
room, where the functionary keeps his kit of tools, pots of paint, lathe and 
other utensils. In one corner is a water moter ready to turn mechanical 
toys in the windows. Nearby a dozen wax ladies' heads sits upon a shelf 
next their bodies and skirt forms. Unlike most women, they can be taken 
apart and kept on the shelf when not showing off finery. 



TO DRESS SHOW WINDOWS. 13 

The window dresser, when laying ont a job, can take anything out of 
the stook of the store that he likes. Extraordinary jobs of plumbing and 
carpentry and the like he orders outside, and directs the bill to be sent to 
the proprietor. He sends out for goods, fancy lamp shades, or anything 
else. His only rule is to buy from the houses indicated by the boss, who 
bows in submission and foots the bill. His esthetic tendencies will not 
permit him to use pink lamp shades when they should be yellow, or vice versa. 

In Baltimore the value of goods in one window show has reached 
$13,020. On account of this the window dresser permits in his yearly con- 
tract a clause by which a guarantee fund is held over by the proprietor until 
the expiration of the contract. This guarantees the firm against loss by 
careless or unscientific handling of goods. The goods must, when taken 
out of the window, be worth 100 cents on the dollar. No pin marks* 
creases or loss of tint must appear, and goods costing $250 a yard have been 
placed in windows and sold afterwards for that amount. 

Not only the boss of the house, but all the salesmen of the depart- 
ments are anxious for favors at the window dresser's hands, for he prides 
himself on giving each department a window show in turn, by which their 
sales increase. A big window takes seven or eight hours to dress, but the 
artist's mind is at work all the rest of the week planning waterfalls and 
woodland scenes, water-mills, skating rinks, and thousands of things to 
attract attention to the window upon which he is to lavish his art. 

There are thirteen professional dressers in the United States who do 
not admit that any others are real artists. Their combined salaries are 
$50,000 a year. J. P. Murphy, with Jordan & Marsh, Boston, is the greatest. 
He gets $5,000. — Baltimore Sun. 



EXTRACTS FROM LEADING PAPERS. 

lis considering the subject of window dressing the merchant, or the 
clerk who has this particular branch of the business in charge, should bear 
in mind what he hopes to accomplish by it. He aims to set forth a fair 
sample of the goods to be found within. They must be so displayed as to 
prove an attraction to the people upon the street, most of whom are intent 
upon going somewhere else than to your store. Their attention must be 
diverted from their original intention sufficient to excite in them the desire 
of possession. To do this the goods displayed must be of such a character 
as will appeal with force to the purchaser at the time he is looking at them. 
In a word, the window must be dressed with seasonable goods. 

Seasonableness is not the only requisite in window dressing. It is, 
manifestly, quite unnecessary to go to much trouble to decorate a window 
with common goods which are so well-known that they will attract no 
attention from the passer-by. His attention must be secured first by some 
feature with which he is unfamiliar. Second, his attention having been 
attracted, his curiosity must be gratified, and he must not be allowed to go 
away disappointed. 



14 NEARLY THREE HUNDRED WAYS 

That it pays to award particular attention to window dressing seems to 
be the opinion of every merchant who has systematically tried it. When 
one goes by a store in which the windows are filled with shop-worn goods 
which have been there since Adam was a child, to speak figuratively, and in 
which the glass is dirty and lined with cob-webs, a feeling of disgust is hard 
to repress. It is difficult to see how people of refined tastes can continue to 
trade in such a place. We believe if such a Rip Van Winkle storekeeper 
should awake, wash off his windows, and make a good display, his trade 
would be increased at once. 

Those who have tried the efficacy of window dressing as a teaser for 
trade are enthusiastic in its praise. On a Sunday not long since, a lady dis- 
covered in a grocer's window some fancy macaroni in alphabetical forms, for 
use in soups. She had never seen any before and it caught her fancy, so 
that in her next order she bought some. This is a slight straw, but it shows 
the direction in which the trade- winds blow. 



One gentleman, a grocer, recently stated that from the first time he 
began to pay attention to window displays, his trade commenced to increase 
in a small degree, and that it grew gradually as did his care for his windows. 



We consider the storekeeper's window his cheapest advertisement. In 
a newspaper he can but describe his goods and give his reasons why they are 
bargains. In his window he can display the goods themselves with or 
without prices, as he deems best. 



Is not the dealer's window his sign of cleanliness, thrift, taste and 
business enterprise? Is he not rated in the public estimation according to 
his indicator? And what is his indicator? To the public gaze what can it 
be but his windows ? The window stands there gazing out upon that corner 
or upon that particular spot wherever located. It stands there, no matter 
where its owner may be, continually enticing the public to the spot. 



A flat-looking window is a flat, truthful tale of a flat store. A dirty 
window is a dirty, painful truth about an ill-kept store and a badly run 
business. These truths are trite. Many dealers are telling them all the 
time. There is no profit in mere talk of this kind ; it is all loss. Then 
turn right about face and keep your window as bright as a new gold dollar 
and as pretty and attractive as a flower garden. Then your fortune will 
improve and your face will change, for it will brighten as your business 
increases in prosperity. 

In general, people are impressed or otherwise with the appearance of a 
store window. It should then be a sort of pattern card of the goods to be 
obtained within; and it should be to the general stock what the samples of 
the drummer are to the goods carried by his house. For the end in view, in 
both cases, is to attract customers to lay out their money in the particular 



TO DRESS SHOW WINDOWS. 15 

emporium which they represent. The public, however inartistic in its pro- 
clivities, is always open to a certain perception of order and beauty, and a 
well-arranged window will attract rich and poor alike ; it will compel the 
foot passenger to halt and examine the things exhibited, though there be no 
intention of purchasing in the act. 

This accomplished, a strong point is gained in the direction of adver- 
tising alone; the location of the store is remarked, and when a purchase is 
to be made, ten to one the store so noted obtains the order. The window is 
to the store what the garments and address are to the man — an outward 
expression of the thought within. 



As the publisher of a book carefully chooses and arranges words to 
form the most attractive and appropriate headlines to give an idea as to 
what will be found in succeeding chapters, just so ought the storekeeper to 
carefully choose and arrange in the window a few of the articles kept for 
sale to form the most attractive and appropriate exhibit that will give an 
idea as to what will be found in the interior of the store. 



The time is now at hand when the retailer must seek the customer, not 
vice versa, as of yore, and competition is so strong that a merchant must 
strive in more ways than one to gain trade. Hence it is necessary to make 
such attractive windows as to catch the attention of the people, and as a 
continual reminder that you are up with the times and always in the lead. 



It is not always the gay and costly display that makes the most lasting 
impression, but very often it is the simple, attractive and novel window that 
accomplishes the object best. 

A slovenly, ill- dressed window not only shows lack of enterprise, but 
becomes a stereo typed eyesore. 

It is, therefore, necessary to make your store windows attractive, entic- 
ing, and sources of information and interest, in order to keep your store and 
name in the minds of the public, from whom you expect to derive your 
benefit. 

Window display has become very much of an art, and rightly under- 
stood affords one of the best modes of advertising. 



Show windows should be changed weekly, the aim being to always 
have something new. "Variety is the spice of life," and it was never more 
fully exemplified than in store window displays. 



We say, without fear of successful contradiction, that the store window 
is of the first importance to the every day success of retail establishments. 
Neglect your window for one day and you have neglected the means of 
arresting the progress of one or more purchasers passing your door for the 
purpose of buying what you have to sell. 



16 NEARLY THREE HUNDRED WAYS 

A beautifully dressed and attractive window has to pay no more rent, 
taxes or other expenses, except light, than a slovenly, repulsive show of a 
tasteless mass of goods. Neither does it destroy more goods to keep it and 
them Ciean and bright than to permit the gathering of sufficient dust to 
hide their value, color and style from the vision of the eyes of possible 
customers. 

Theke are a hundred and one ways of making a window attractive, but 
there is one way which must be always that way and no other way, and that 
is cleanliness. 

The most successful merchants who have made a specialty of window 
dressing are unanimous in one sentiment regarding the manner in which it 
should be utilized as an advertising agent, and this is that a window trimmed 
with one line of goods is far more effective than one containing a motley 
assortment. Thus, in the dry goods business it is well to display a line of 
table linen exclusively for a few days or a week, an exhibition of velvets 
next, silks the next, etc. The same idea can be carried out in other lines of 
business equally as well. Such a course gives an idea of extensive and 
diversified stocks and attracts patronage. 



The main requisites for successful window dressing are a trained eye, a 
quick comprehension of effects in color, distribution and shape, and a natural 
neatness and nattiness, in apportioning to a variety of articles a proportionate 
arrangement of display. 

The merchant's window is the vestibule to custom, and if his welcome 
is hearty at the portal, and warm with promises at the counter, and cheerly 
suggestive from the shelves, the first-named medium of forming acquaint- 
ances becomes the most important of all avenues of invitation to influence 
popular choice. 

The dressing of the store window is an important factor in the store- 
keeper's success. However simple his display, it should always be fresh and 
have the merits of taste and neatness. 



The idea in dressing a window is to so arrange it that a passer-by can- 
not help but stop and look at it. 



Every storekeeper wants to make his store well known, and there is 
nothing which will help to do it more than an attractive show window. 



The decoration of the store windows of retailers has become one of the 
most important subjects of the day, and there is certainly no point in the 
business of the storekeeper which presents more opportunities for the exercise 
of the faculty of originality. 



TO DRESS SHOW WINDOWS. 17 

A neatly and attractively dressed store window is pleasantly suggestive 
of a well-ordered place of business; it makes a favorable impression on the 
customer and predisposes to confidence in the methods of the proprietor. 



Dress your store windows and continually cultivate improvement in the 
art, and you will then fortify yourself with one of the most valuable ad- 
juncts of business success. 

No matter what your business, you should endeavor to attract attention 
to your windows by any means within your power. Then back this up by a 
fine stock of goods and moderate prices inside and you have the sure result, 
Business and Money. 



BOXES IN WINDOWS. 

One thing that should be strongly impressed upon all window dressers, 
especially those who are in the sprouting stage of growth, is the wisdom of 
keeping clear as long as possible from putting boxed goods in windows. 
Preferentially this rule should be made absolute, applicable everywhere, and 
not to be disputed ; but if boxed articles are put anywhere, they should be 
confined to the lobby windows, to which they are most proper. Even there 
the necessity of taking something out for the customer who will not be sat- 
isfied with any assurance that "these are exactly the same as those in the 
window, madam," leaves an ugly blank until the box is put back again, 
unless, as so often happens, it is not put back into the window at all, but 
cleared away with the rest into the fixtures, and the gap forgotten. But to 
put boxes of gloves or other light articles into the bottom of a window 
should be the last alternative of a true window dresser. 

Exception can be taken to doing this on so many grounds that we prefer 
to ask that every instance should be considered tantamount to a confession 
that the person responsible was not quite up to the mark on the morning 
when it happened. And if, in spite of this, occasions still arise when ideas 
and suggestions are slow to come and hard to find, and our window dresser 
must turn to his old way out of a difficulty, he should at least take care that 
what is put beneath or behind the box is arranged neatly enough to bear the 
light. Nothing looks worse than the place where a box has stood, especially 
if there remain a couple of pieces of dress stuff with a space between, as if 
there was not overmuch stock in the shop and the box had been brought 
into use to cover or hide unkind deficiencies.— Warehousemen and Draper's 
Journal. 



LIGHT IN STORE WINDOWS. 

Light, bright and brilliant, must be taken into account as a factor in 
the success of a store window. A bright light burning in your window all 
night will prove a paying investment. It seems almost impossible, even for 
those familiar with every phase of city mercantile life, to pass the glistening. 



18 NEARLY THREE HUNDRED WAYS 

fairy-like scene of an average city store at night without lingering a moment 
to pay a tributary glance of admiration to so much taste and skill. There 
is a peculiar attraction for men as well as moths in a bright light, and they 
are drawn to it on evenings as naturally as a cat is drawn to a warm sun spot 
on the carpet. Don't economize on light! If trade is dull keep a bright 
window. It looks like business, which for those outside is almost as good an 
evidence of prosperity as a crowded store. 



WHO SHALL DRESS THE WINDOWS? 

In selecting a ^lerk to dress your show windows, we would advise, on 
general principles, that you select the one who gives evidence of possessing 
the most taste and judgment, and to him or her let the business of window 
dressing be assigned, with instructions to change one window on Monday 
and one Thursday. Thus you have a change of windows twice a week, and 
yet each window remains a week. If the clerk you select as a window 
dresser be a saleswoman, detail to her assistance a young man who can do 
what carpentry work is necessary for her foundations, frames, etc. — Ameri- 
can Storekeeper. 



HARMONIES FOR WINDOW DRESSERS. 

Eed and violet do not accord well. 

•Orange and yellow accord incomparably better than red and orange. 

Orange and green do not accord well. 

Orange and violet accord passably, yet not so well as orange and green. 

Yellow and green form an agreeable combination. 

Greenish yellow and violet blend nicely. 

The arrangement of yellow and blue is more agreeable than that of 
yellow and green, but it is less lively. 

G-reen and blue produce an indifferent effect, but better when the colors 
are deep. 

Green and violet, especially when light, form a combination preferable 
to green and blue. 

Orange-yellow, when placed by the side of indigo, increase its intensity, 
and vice versa. 

Eed and green intensify each other. 

Yellow and indigo combine perfectly. 

Red and orange do not accord well. 

Eed and yellow accord pretty well, especially if the red is purple-red 
rather than scarlet, and the yellow rather greenish than orange. 

Eed and blue accord passably, especially if the red incline rather to 
scarlet than crimson. 

Blue and violet accord badly. 

When two colors accord badly together it is always advantageous to 
separate them by white. 



TO DRESS SHOW WINDOWS. 19 

Black never produces a bad effect when it is associated with two 
luminous colors. 

Black and white sensibly modify bright colors. 

While gray never exactly produces a bad effect in its association with 
two luminous colors, yet in most cases its assortments are dull. 

Blue when placed by the side of orange increase the latter's intensity, 
and vice versa. — Exchange. 

TWO THINGS WORTH KNOWING. 



How To Keep Windows From Frosting in Cold Weather. 

Merchants are greatly troubled in cold weather with their windows 
frosting, and frequently remaining so for several days, and thus entirely 
preventing any one from seeing their contents. This difficulty can easily 
be overcome by rubbing your windows two or three times each week with a 
cloth dipped in glycerine. 

Washing Store Windows. 
Strange as it may seem, there is a right and wrong way to wash win- 
dows ; and as this operation is usually dreaded, the following method will 
doubtless be appreciated, as it saves both time and labor. Choose a dull 
day, or at least a time when the sun is not shining on the window ; for when 
the sun shines on the window it causes it to be dry streaked, no matter how 
much it is rubbed. Take a painter's brush and dust them inside and out, 
washing all the woodwork inside before touching the glass. The latter 
must be washed simply in warm water diluted with ammonia. Do not use 
soap. Use a small cloth with a pointed stick to get the dust out of the 
corners ; wipe dry with a soft piece of cotton cloth. Do not use linen, as it 
makes the glass linty when dry. Polish with tissue paper or old newspaper. 
You will find this can be done in half the time taken where soap is 
used, and the result will be brighter windows.— ^CWzraemaZ Reporter. 



20 NEARLY THREE HUNDRED WAYS 



CLASSIFICATION. 



For the sake of convenience and ready reference, we have classified the 
suggestions according to each line of trade. Under " Miscellaneous," 
however, will be found a large number of suggestions that can be utilized 
for almost any business, while a number of the ideas embraced under any 
one particular heading can, with slight modifications, be utilized with equal 
success for almost any other line of business. Again, by combinations of 
different suggestions, many'new and excellent results can be obtained. 



A number of the illustrated articles are reprinted from the American Advertiser, a paper issued 
by the Merchants Publishing Co. of Chicago. This paper is devoted entirely to advertising and 
advertising methods, and furnishes ready written "ads" suitable for all classes of trade. The 
subscription price is $2.00 per year, and it will be found useful to every merchant who advertises either 
in his local paper or by other methods. 



TO DRESS SHOW WINDOWS. 



21 



DRY GOODS 



An Attractive Window. 

A very attractive display can be made by dressing the rear and sides of 
the window with a complete covering of strips of goods drawn tightly to a 




centre at the rear and filled by a card suitably lettered. The illustration 
above carries out the idea with a dress goods display. 

The frame at the front of the window is bordered with handkerchiefs, 
then strips of dress goods are attached and drawn smoothly back to a show 
card at the rear. The effect produced is that of a very deep window. 
Merchant tailors can use this device equally as well in displaying suitings 
and piece goods of all kinds.— Copyright ; , Mer. Pub. Co. 



22 



NEARLY THREE HUNDRED WAYS 



Opening of the Season. 

For the opening of the winter season, the following design, presents an 
interesting study for merchants who are willing to spend a little time in 
dressing their windows in an attractive manner. 

The most difficult part of this display is the weaving of dress materials, 
as shown in the background ; still it can be done by any person of ordinary 
ingenuity. The frame-work should be made of slats of wood about four 
inches wide, and three-quarters of an inch thick. The material can be 
woven in the manner shown in the sketch without being cut from the bolt 




llllllliiilliitlilillllllllllllli 



Jjiiiiiiiiiiiiiiiimmmiiiiiilil 



or damaged in the least ; the bolts should be hidden from sight back of the 
frame-work. To make the effect more pleasing hang lace curtains on either 
side, and suspend one across the top. In the bottom of the window follow 
out the design shown in the sketch, which explains itself as well as any 
words could do it. On the sides of the windows place blankets, putting 
domestic goods on one side and imported on the other. The shawls which, 
are suspended at the bottom of the woven work and trimmings hung across 
the bolt of dress goods will add to the appearance, and many other season- 
able articles can be brought into use, which will all help to make a show 
pleasing to the eye, and such as will draw large numbers of ladies to inspect 
it. — Copyright, Mer. Pub. Co. 



TO DRE8S SHOW WINDOWS. 23 



A Fountain of Lace. 



One of our subscribers, Harry Harman, of Atlanta, Ga., send3 us a de- 
scription of a fountain of laces, suitable for decorating a dry- goods window : 
The sides of the window are lined with blue cambric, and wide laces are 
festooned over it from top to bottom ; festoons of lace are draped from the 
top of window across the entire length and brought to the center. For the 
back of the window take laces and drape the entire length, hanging loosely, 
and bring them together in the center to form the shape of an hour glass. 

To make the fountain : Take center of window and fasten to the floor 
an upright stoub beam of scantling. About eight inches from the base of 
the window tie to the beam a large barrel hoop ; then, with cheap cloth, tack 
to the floor, beginning from the center of the beam, and draw tightly to the 
outside of the hoop and cover with colored cambric. This will form the 
basin of the fountain. Take Hamburgh edgings and form around basin in 
various shapes to simulate rocks, and scatter loosely over them draperies of 
green or colored laces. Light blue cambric may be thrown loosely around 
the interior of the basin to give the effect of water, and miniature swans can 
be placed in the basin. Four feet from the floor tie a much smaller hoop to 
the beam and pin blue cambric to it. Pin wide lace around the entire hoop 
and allow folds of lace to drop loosely into basin. To give it more effect a 
statue can be procured and placed inside center of basin, first hoop resting 
on the statue's head. At a distance of two or three feet tie two other hoops 
to beam still smaller than the first. Pin cambric around the hoops, bring 
together and tack to the beam ; then, with lace form the same effect as before. 
Pin lace in straight folds around the hoop. Allow it to drape to the first 
hoop. To secure a good effect, take stout wire, bend out of the basin and 
run the lace over the wire, draping to basin. Any number of basins can be 
made, according to the height of the window. As the basins gradually 
ascend the laces should gradually diminish in width; as, for example, the 
hoop near the base should be draped with wide lace ; at the extreme top of 
the beam put very narrow lace and allow it to hang loosely. In the basin 
at the bottom of the window throw lace loosely over the cambric. — Am. 
Storekeeper. 



A Pleasing Effect. 



By taking a stiff pasteboard roll, about four feet long and twelve inches 
in diameter, and pinning tightly around it velvet, plush or fancy goods of 
any material ; then by standing a series of these in contrasting colors at the 
rear of the window, with the tops inclining towards the back (for which 
purpose a flat, inclining platform should be built) ; then by framing these, 
as it were, in a puffing of contrasting goods, each roll being surrounded by 
the puffed goods, a very pleasing effect is obtained. A card of bright 
buttons, or a strip of silver or gilt braid, so much used now, if laid on the 
roll, will add to the effect. The front of the window is then open for general 
display. 



24 



NEARLY THREE HUNDRED WAYS 
A Successful Window. 



An enterprising clerk in a Decatur, Mich., store, describes a very nice 
arrangement he made in his show window, and which is reproduced here. 

The view taken is from the front of the window. In the background 
some dress goods are hung, and across them some JSTo. 9 pretty colored ribbon 
are woven in squares of about a foot each. In front of this three ebony 
curtain poles are hung, each being about a foot higher than the other, the 
lowest being placed about the same distance from the back of the window 




llllUillllSiltllllflllHlltlllH 



ILLUiiiiuiBiBaiiiiiiiiiEBiilllilllIIIU 



and the other at distances of about fifteen inches from each other, one of the 
poles being about a foot from the window pane. Another curtain pole is 
hung across the top of the window about six inches from the glass, and from 
it a pair of lace curtains are hung and draped in the manner shown in the 
cut. Attached to the rings of the poles are little articles, such as handker- 
chiefs, pocketbooks, chains, etc. On the floor of the window a small pyramid 
of boxes is made, and on the edges a variety of articles can be displayed. 
The boxes should be covered with Smyrna rugs, and on the floor of the 
window spread some pretty patterned carpet. By taking care to harmonize 
the colors properly a very charming effect will be produced. 



TO DRESS SHOW WINDOWS. 



25 



A Charming Effect. 

The following unique and pretty design can with a little care and study 
be successfully carried out. 

The "properties" required for this scene are a pole, a buggy wheel, a 
few short pieces of wood, and a well assorted lot of dry goods, etc. The 
pole should be covered with strips of colored muslin or other material wound 
round it in the manner of a May-pole ; it should be small enough at the 
thin end to admit of its being passed through the hub of the wheel until 
about 18 inches of it projects on the top side. On the lower part of the 




pole nail some short pieces of wood also covered with colored material, upon 
which to hang the latest thing in hats, bonnets, lace, etc. Before placing the 
framework of the tent in position cover the bottom of the window loosely 
with some green cloth, placing balls of paper or something else of an equal 
inexpensive character underneath it in order to give the undulated effect of 
growing grass. After fixing the pole and wheel cover them with some 
delicate shade of plain goods for the interior lining of the tent, and place 
pieces of summer dress goods of bright and striking colors on the outside, 
then drape the opening at the front, tieing it back with ribbons and arrange 
the show of goods on the cross-pieces ipside and on the floor as shown in the 
design. To increase the effect open out one or two parasols and place on the 



26 



NEARLY THREE HUNDRED WAYS 



ground outside the tent, also a few fans, gloves, etc. But do not crowd up 
the show too much or the effect will be lost. Any merchant who under- 
takes to carry out this idea carefully will be well pleased, and what is still 
more important he will please his customers. — Copyright, Mer. Pub. Co. 



A Handsome Display. 

The suggestion given below makes a very handsome display if proper 
taste is exercised in the contrasting of the patterns and the arrangement of 
the drapery : 




Ullllliilllllllililllllllllllll 



iiiiiiiiiiiiiimmiiiiiiiiiiiiiui 



The central object is a cylinder made of light wood or heavy straw 
board. The cylinder is draped lengthwise with dress goods in alternating 
widths of contrasted colors or materials. The material is puffed at the top 
of the cylinder as shown in the cut, and the whole is surmounted by a vase 
containing an artificial plant. If the artificial plant is not available some 
millinery or other trifle may be substituted. Perhaps the arrangement of 
ladies' bright colored parasols in the form of a tripod would be the best 
substitute. The material at the bottom of the window is picked up to form 
an uneven and undulating surface in order to avoid flatness. Behind the 
cylinder should be placed a background of dress materials hung over a 
railing which may be of any height desired. — Copyright, Mer. Pud. Co. 



TO DRESS SHOW WINDOWS. 27 

The Brooklyn Bridge. 

Mr. Harry Harmon, of Atlanta, Ga., a professional window dresser, 
writes the Am. Storekeeper, describing a design of the Brooklyn bridge that 
he very successfully carried out. Although as described, it is suitable for 
dry goods, yet the idea can be made applicable to other lines of goods. Mr. 
Harmon recommends the dresser to get a good picture of the bridge to be 
used as a model. Then take the top of the window, and form light blue 
cambric or calico into a puffy, cloudy background, which may extend to the 
bottom, if desired. Or, if the dresser is somewhat of an artist, a bird's eye 
view of New York and Brooklyn may be sketched with charcoal on a back- 
ground of cheap, bleached cotton. The construction of the bridge is as- 
follows: Take two boxes of the same height and two feet square. They 
should not be too high to prevent people from seeing the floor of the bridge 
from the outside. Cover the boxes with a foundation cloth to which the 
goods which are to form the piers are to be attached. Handkerchiefs can be 
pinned to the boxes, one of which forms the main foundation at each end. 
At each corner of the boxes na?l an upright piece four feet long. These 
will extend two feet higher than the boxes, and will furnish the supports 
from which to run the upper cables. The floor is made by laying a board 
covered with gray cambric from one box to the other. The cables, one on 
each side, can be made of spool cotton strung on strong twine, the ends 
being tacked to the ends of the inside uprights and the centre allowed to 
sag. On each side of the bridge floor should be stretched from one side to 
the other a lace of appropriate width to serve as railings. From the ends 
of the cables to the floor of the bride an open work lace should be stretched^ 
to serve as braces, the picture of the bridge being your guide to this. Under- 
neath, for the water of the river, silks may be rumpled. If you have in 
stock, or can borrow from your neighbors, toy steamboats, horses and wagons., 
men and women, they may be so placed as to add to the realism of the rep- 
resentation. This is not a difficult design to execute and will attract great 
attention. [Merchants who may desire to carry this design into execution 
and have no good picture of the Brooklyn bridge, can be supplied with a 
large copy of same for 25 cents upon application to the publishers* of this, 
book.] 



A Wigwam Window. 



The design on following page was successfully carried out by a dealer in a. 
Western town : The idea is to represent an Indian camp in the woods, and it is 
executed in the following manner : The scenery required for the background 
was borrowed from a local theatre and arranged as shown in the cut. The 
tent was constructed by means of a pole inserted in the hub of a buggy 
wheel covered with blue and red canton flannel. The dummy of the Indian 
was made by taking a lady's linen duster and stuffing it with old paper, with 
a stick inserted in the neck, on the outer end of which cotton batting was 



38 



NEARLY THREE HUNDRED WAYS 



wrapped. Over the batting an Indian mask was tied. Then a red blanket 
was thrown over the body, leaving only the head exposed. This dummy 
should be laid at the entrance to the tent with the lower part of the body 
hidden from view by the folds of the tent, with the head pillowed by a log 
of wood. In one corner construct a gypsy camp fire. Make the tripod with 
three rough sticks and suspend the kettle in conventional fashion. Under- 
neath the kettle place a gas jet attached with vulcanized rubber gas tubing 
to another jet on the side of the window. Underneath the kettle spread 
some sand and arrange firewood in a semi-careless manner. Then when the 
.gas is lighted it will make a very good substitute for a fire. The floor of the 




window should be covered with green-figured calico puffed up underneath so 
as to resemble grass. If any Indian curiosities can be procured to lay around 
and an old gun it will improve the picture. Another addition is to make a 
wooden frame to fit the window and cover it with shirred green calico and 
^place flush with the window. 

In cases where there is no gas a candle can be used to represent the fire. 
If scenery can not be obtained to make the display green-figured calico will 
.answer the purpose. Some window dressers having lots of material at their 
command can make a great attraction of this and elaborate it to a greater 
-extent, but those who have to rely upon what articles their store contains 
<can also make a display which will be sure to draw a crowd. — Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 
A Beautiful Window. 



29» 



The beautiful window here illustrated needs but little description, as its 
general construction is fully carried out in the large illustration. 

Gather several strips of plain, rich goods together at the top front, draw 
smoothly oyer a wooden frame and bring down the back and sides. The 
side pieces are brought out to cover bottom of window as shown. Arrange 
the rest like illustration. Let the drapery at top Of each bolt of goods be 
some rich silk, harmonizing in color with the goods in the bolt. The fan- 



nHHfinmmninnnnn 




lllllllllllliiliiiililllUlllftl 



llSiUliiiioiiiiiiiuiruiisiuumiiiuu; 



shaped designs are made by pleating striped silks in shape shown, or hand- 
some fans can be used in place of the silks, if desired. This design is 
equally good for a merchant tailor's display of piece goods and linings. — 
Copyright, Mer. Pub. Co. 



A novel display for dry goods is to fill your windows one day with sev- 
eral rough packing cases, curtaining the rear and sides of the window with 
dull, colored goods, and showing just the ends of the goods the boxes are 
supposed to contain. The cases should be lettered with a marking brush, 
stating that these new styles will be open for inspection the following day. 



30 



NEARLY THREE HUNDRED WAYS 



In arranging displays in dry goods windows, it is well to remember that 
.a very good effect is obtained by trimming the four corners and edges with 
handkerchiefs so as to show the figured borders. 



A Unique Display. 

The following arrangement for the display of fall or spring goods can 
he carried out without difficulty and with good effect. 




The front of the window next to the glass is occupied by a fin-shaped 
figure made by pleating goods as shown in the illustration. The remainder 
of the rolls of goods are out of sight back of the fan design as they are all 
drawn to the center, and any irregularity of arrangement at the center is 
hidden by a show card suitably lettered A rough wooden frame 
must be made to support the fan from the back, and to this the outer edges 
of the goods are pinned or tacked. The window is completed by a semi- 
circular wall of all kinds of goods laid on boxes and unrolled so that the 
ends drop out of sight behind the fan. Above all drape festoons of dress 
trimmings, embroideries and fringes. A large design of this kind is strik- 
ingly beautiful if arranged with good^taste for harmony and effect.— Copy- 
right, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



31 



A Handsome Design. 

The design given below makes a very handsome display, and is an excel- 
lent feature for a summer window. 

The height of the fountain must be limited, of necessity, by the window 
space available. Five to six feet will not be too much, if the window is 
large enough to carry off the height. But there must be no overcrowding 
or the effect is marred. The hollow at the base of the fountain is not diffi- 
cult to produce. A circular frame could be made of two or three barrel 
hoops, one above the other, tacked in four places to light pieces of wood to 



iiiiiiiirmiiiiiiiiiiiiniiMifimMiiiiiiitiiiiiiiiiiiiMiiiiiiiiiiiiuiiifniiiiiiiini^JimiT 



iHiimiinmnniiiiim 




iiiiiiiiBiiiiiiaiiiiiHiiiiiiin 



^fiiitiiuiisiiiimiiiumiiiiimu 



serve as feet. The column of the fountain could be made of a plain upright 
pole, the turned effect being simulated by heavy paper, pinched and tied at 
the necessary places. The two fountain bowls need be nothing more than 
two wooden hoops such as children use. There is no need in any part of the 
frame for anything solid, because it is entirely covered by the drapery. 
Begin at the top and cover the nozzle and upper part of the column with 
some light material, such as tarleton. Puff the material, as in the cut, 
around the central column, then drape and draw it over the hoop, leaving 
the material itself to make the hollow of the bowl. Proceed in the same 
way with the column and second bowl to the base. The two bowls may be 
bordered with laces or fringe as in the cut. The remainder of the window 
speaks for itself. A panel with pretty dress goods arranged in contrast 



32 



NEARLY THREE HUNDRED WAYS 



comes nearly to the height of the large bowl. Above and behind is a back- 
ground of woolen dress goods, which should be arranged in pleats. A lace 
curtain shows at the top and curtains are draped on either side with loops of 
lace pendant from above and attached to the upper bowl of the fountain. It 
really is not a difficult window to produce. — Copyright, Mer. Pub. Co. 



A Taking Idea. 

The idea given herewith is one which, can be carried out with no greater 
expense than that of a little painstaking labor : 




IllllllllllllitlllllllHIIIUltl 



!ii2iE:itmiiimiiiii!iiniiill!l! 



The columns or pillars can be made out of stout strawboard (found at 
the bookbinder's), bent into cylindrical form and fastened with paper fas- 
teners, or they may be sewed or tied. When made, the pillars should be tightly 
stuffed with hay to give them solidity, and are then ready for use. Wind the 
pillars spirally with dress goods, (just as the stripes wind on a barber's pole,) 
leaving some material loose at top, which can be arranged as in the cut. 
Cover the floor of the window with similar goods, picked up (as in the cut) 
to avoid flatness. The top of the window may be curtained with lace and 
the sides dressed with pocket handkerchiefs. Good taste in the choice of 
materials, and the use of colors in combination or contrast, will make a 
wrindow, dressed in this style, a great attraction. — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



33 



A Ship Window. 

The illustration given below will produce an effect that will be surpris- 
ing to the most experienced window dresser. 

The hull should be made of boards sufficiently wide and long to suit 
the window. No elaborate' model of a ship's hull is needed, as only one side 
is shown, and therefore only one section need be constructed. As this is 
entirely covered, the drapery can be made to hide any little defects, or so 
arranged as to remedy any flatness. A very simple way to make the hull is 
to take flat boards the required length, tack some cotton loosely upon them, 
and then stuff the cotton with paper or anything easily manipulated, to pro- 
duce the swelled appearance of the ship's side. After the frame is made 
the hull is to be covered with overlapping material (silk, cotton or cambric, 




as the dresser chooses) so as to show three stripes, red, white and blue. For 
the sails a frame is first made of cotton hung between the gaff — the short 
piece of wood at the top of the mainsail — and the boom — the longer piece of 
wood at the bottom of the same sail. Upon this surface are pinned hand- 
kerchiefs somewhat as shown in the cut, though the order may be varied 
according to the taste. It will be found that bordered or colored handker- 
chiefs can be used effectively to produce designs, but white or bordered pro- 
duce the best effect. The foresail is treated in a similar manner. Of course 
another sail can be added if desired. The gaff, boom, bowsprit and mast 
are wound about with colored ribbons. The cordage is composed of narrow 
ribbons. Additional cordage and streamers can be added to suit the taste. 
The circle in the centre of the mainsail is made with fans, two or four being- 
used with contrasting colors. The water can be arranged by using light 
blue cambric, touched here and there with white paint, with balls of paper 
underneath to give the appearance of waves. — Copy right, Mer. Pub. Co. 



34 



NEARLY THREE HUNDRED WAYS 



A Spring and Summer Display. 

The design given below will be found to be an excellent arrangement 
for goods that are in demand during the spring and summer, while with 
some modifications it can be used for other seasons. 

At the front of the window make a pyramid of fans of fancy colors 
sloping back from the glass. Back of them arrange spring or summer dress 
goods and white goods in the shape of a half circle, forming a solid back- 
ground by unrolling the bolts of goods and letting the ends hang down 




behind the fans and out of sight. Above the dress goods arrange open 
parasols as shown in the picture. This sketch is merely given to show the 
idea, and it is expected that other goods will be added to suit the taste of 
the window dresser, and according to the size of the window. No city 
window is now considered correctly dressed unless the goods have neat little 
cards attached to them, giving some name to each style. The publishers of 
this book have prepared a full line of handy price cards for such purposes, 
prices and descriptions of which will be found in the back of the book. 
These cards not only add greatly to the appearance of the window, but it 
impresses the public very favorably to see each style named and labeled as 
though it was exclusive and very choice. — Copy 'right, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



35 



A Novel Display. 

The idea given herewith was sucaessf ully carried out by a prominent 
merchant in a Wisconsin town. 

Construct five boxes of t different sizes to form a pyramid and cover each 
with a colored table cloth. Around the edges of each box lay knitting 
cotton, perfumery or any fancy article which would assist in making the 
display more attractive. The star which surmounts the pyramid is a light 
wooden frame covered with napkins. Make two light frames for the sides 
and across them stretch large table cloths, then take a quantity of napkins, 



imisiimiiuiiiufliinmmni 




lIOIIIlUliEESIIUIHUIMilllMKJ 



fold them in cornucopia shape and pin them to the table cloth in the position 
shown on the cut. The background is formed by hanging a curtain pole 
across the two rear ends of the side frames and suspending a lace curtain to 
it. To form the canopy gather a lot of towels together at one end ami 
stretch the other ends over the side frames and back ground. In dressing 
the window the dresser will doubtless think of many little things which may 
be on sale in the store to place around the base of the pyramid and on the 
edges of the boxes, and may be able to add features which will make the 
show more perfect. After doing all that can be done to increase the attract- 
iveness with the material at command, there is one other suggestion of great 
importance to be considered which will heighten the effect at night; that is 
to run a piece of gas-pipe with burner attached through the center of the 



36 



NEARLY THREE HUNDRED WAYS 



star and connect the pipe with a gas jet by means of a vulcanized rubber gas 
tubing, then light the gas at night and a brilliant effect will be produced. A 
further suggestion is to hang some fancy articles on the corners of the star. 
Many other ideas will no doubt present themselves to any one who under- 
takes to carry out this effect in the main. — Wm. DanMinger. 



A Ruching and Frilling Window. 

The design here given is intended for summer display of ruchings, 




iiUiiiiiitiHiutuaHuiiwH^IMMBHBiWMMMMi iiiimillliill'iimnifiMllill «immininmmiiiimmiir 

frilling, etc., and is such a simple arrangement that no extended description 
is necessary. 

Boxes of frilling, ruching, etc., are arranged in the manner shown, the 
base of the structure being ornamented with similar light trifles. The only 
thing needed is a central support for the structure, which can be arranged 
by any storekeeper or window dresser. The design has a light and cool 
effect and makes a seasonable display.— Copyright, Mer. Pub. Co. 



A Christmas Belle. 

The design given on following page offers the possibilities for a very 
attractive display, but depends for the greater or less effectiveness on the dili- 
gence and effort of the window dresser. 



TO DRESS SHOW WINDOWS. 



37 



The large bell is made by taking a circle of heavy wood, (inch stuff; 
say,) the size of the bottom of the bell. In the center of this circle set a 
post the height the entire figure is intended to be. Make another and 
smaller circle and slip it on the post, (boring a suitable hole for that pur- 
pose,) and fasten it at about the distance from the bottom that you would 
judge the shoulder of the bell to come to. Then prepare a card-board figure 
of a section of a bell and bend this to the frame. This will cover the front 
half and no more is necessary, although the adding of the other section and 
so making a complete bell would, perhaps, give better results. Fasten the 




head into the upper part of the post that passes through the circle of wood, 
and you are ready for the drapery. This, of course, must be left entirely to 
the choice of the window dresser. The lower part of the bell, however, 
should be left exposed so as to show the meaning of the design, and to 
increase the effect suitable wording should be placed on same, for instance, 
"Christmas, 1889." As the upper part or bust of the bell will be draped, no 
particular smoothness of work is required in the construction. The rest of 
the window should be dressed in conformity with the central idea The 
base of the window should be covered with white goods of some kind and 
arranged in an uneven manner towards the front, as shown in illustration. 
Make flat, bell shaped figures of card-board and cover them with various arti- 
cles of stock ; ribbons, laces, pins, etc., may be used. — Copyright, Mcr. Pub. Co. 



38 



NEARLY THREE HUNDRED WAYS 



A Fan Window. 

A favorite arrangement for dress goods is to arrange the material in the 
shape of a huge fan, each section being composed of a different material. 
There is no more advantageous way of showing these goods. 



A Neat Arrangement. 

In the illustration here given will be found a very simple, but attractive 
arrangement of spring goods. 

No especial skill is required to dress a window in the manner shown, 




tiiimittHiHiiiiiiHiiUHiinaiilii 



ilSQt!imglHIWHllll9l!!Bmiifl 



and no detailed description is necessary, as the cut shows fully how it is 
done. By using Willson's gummed letters and one of the glass signs in the 
front of a window a very pretty effect can be obtained. [See back of book 
for description and prices of these letters and signs.] 



A Pipe Organ. 

A prominent dry goods house in Chicago a short time since adopted the 
following novel method to dress one of their show windows. A small 
cabinet organ was placed in the window, with an open key-board. Above 
and behind this was a double row of pipes, each pipe being made of a roll of 
bright colored satin in contrasting shades. On each side were panels with 
their proper pipes, making a design which was novel and attractive. 



TO DRESS SHOW WINDOWS. 



39 



An Excellent Effect. 

The design here shown if properly carried oiit will produce an excellent 
effect: Across the top of the show window stretch some thin wires or 
string, supposing that you commence at the front of it and place the wires 
about six inches apart. On 'these hang pretty colored ladies' handkerchiefs, 
putting those of one colored border on one row and changing the color on 
the next to it. As each row is lower than the one in front of it this will 
give a very charming effect and have the appearance of a prettily fringed 
ceiling. 




The next thing to do is to fill in the back of the window ; for this pur- 
pose place at distances of from one to three feet apart four pieces of wood 
about four inches in width, allowing them to reach across the full width of 
the window. The second piece from the top and the bottom piece should be 
about a foot and a half nearer the front of the window than the other 
pieces. Then stretch the various colored materials across the wood as shown 
in the cut and the same effect will be produced. This gives you the four 
inches over the flat pieces of wood to put show cards on. These cards may 
be made to suit the storekeeper's wishes. We merely give the names as sug- 
gestions. Having completed the top and the back, next turn your attention 
to the bottom of the window, and for that we would suggest a neat display 
of dry goods in bolts, supplemented by whatever specialties you may have on 



40 NEARLY THREE HUNDRED WAYS 

hand. Those who wish may place an elaborate show card in the center 
reading "Fall Styles ;" or if clearing out, make it "Clearing Out At Cost ;" 
or if you wish to keep up with the times make it "Fabrics a la Mode." 
Then close in the sides of the window by draping it nicely with some bright 
colored goods and lace curtains and your window is complete. — Copyright, 
Mer. Pub. Co. 



A Pretty Window. 

A Wabash avenue retail dry- goods store recently showed a very effective 
window. From the back, near the top, a half hoop was hung so that the 
outer edge of the semi circle reached nearly to the glass, the ends of the 
hoop being attached to a piece of wood running from one side of the window 
to the other at its back. From this was draped in graceful folds dress goods 
of rather light shade, caught back at the bottom so as to leave the entire 
base of the window free and unobstructed. The goods are brought together 
at the front of the hoop. The back of the draped space may be hung with 
any kind of goods which you desire to show, or may be left open at its 
upper portion. From the hoop was again drooped, in neat, looping folds, 
goods of a darker color, which contrasted well with the principal draping, 
giving the effect of a lambrequin over curtains. Around on the base of 
the window and under the arch of the drapery were carelessly laid various 
small bits of goods of attractive appearance, such as gloves, buttons, etc. 



A Tasteful Window. 

A very tasteful window was recently observed in one of our large retail 
dry-goods stores. It is very easily arranged and quite effective. It was 
trimmed with spring dress goods entirely. The base was formed by taking 
several pieces of goods with light designs and crumpling them tastefully and 
loosely so as to form a billowy bottom. In the center an upright six feet 
high had nailed on its top a round board three feet in diameter. To the top 
of this board were attached the loose ends of pieces of dress goods, being 
full considerably. The designs were arranged so as to harmonize well, but 
were of the more pronounced styles. Three feet from the bottom the hang- 
ing folds of goods were caught up to the upright so as to form a bell-shaped 
cavity, the folds being then drawn down tightly, the fullness being forced 
into plaits and attached to the base. This design, as one can see who has 
followed its description carefully, is of a gigantic goblet or vase, and, while 
it takes little labor to prepare it, is very effective. Artificial flowers adorn 
its top. The back and ends of the window space were hung with darker 
stuffs up to a height equal to that of the vase, forming a good background 
for the design. From the front corner of the window, extending diagonally 
toward the center, were braces as long as the width of the dress goods, from 
which were hung plain folds of one pattern, looped back at the bottom. — 
Am. Storekeeper. 



TO DRESS SHOW WINDOWS. 



41 



A Triumphal Arch. 

A very pretty effect was seen recently in one of the leading retail stores. 
Just inside the doorway a miniature triumphal arch was erected, made of 
light wooden framework covered with handkerchiefs, with some bright- 
colored ribbons stretched across the handkerchiefs diagonally, and here and 
there a bunch of artificial flowers. The same idea could easily be carried 
out in the store window with good effect. 



A Fan and Glove Window. 

The arrangement below will be found a beautiful method of showing 
fans and gloves : 




The entire window is hung with some handsome goods of any color or 
material that may be preferred, and is caught back with broad bows of 
ribbon in the manner shown. The corners are decorated with half-open 
fans. 

Through the diamond shape opening a plain white background 
appears, upon which is arranged three fans in the shape of a circle, and 
around which gloves are arranged as shown in the illustration. — Copyright, 
Mer. Pub. Co. 



42 NEARLY THREE HUNDRED WAYS 

A Window in Fly Time. 

One of the greatest difficulties the window dresser has to contend with 
in summer time is the "plague of flies." With these annoying insects it is 
almost impossible to arrange his store windows in a manner best calculated 
to display his goods. But as the fly has come and is here to stay, only one 
thing remains to be done, and that is to adjust your plans for window dressing 
in the best possible manner under the circumstances and make the best of 
things. Considering this, in the arrangement of window displays pure white 
materials should not be laid flat, for the ubiquitous fly will find them a most 




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^lliJliiiiiiiitiiiiiiuuiiiriiiiiillllll 



excellent lodging place. Again ruchings, handkerchiefs and boxes of light 
materials offer a most inviting place for this pest to alight. The arrange- 
ment of your window then should be such as will enable you to get at every 
part readily. With these ideas in view, attention is called to the design 
offered herewith for dressing a summer window. 

The pillars of the arch should be made of board, twisted about with 
some light draping dress goods, or they can be made of rolls of woolens 
placed one upon the other. The arch is intended to be festooned with some 
lighter material, such as print or calico. The background shows the way 
in which rolls of cloth may be arranged, the quantity of the display being 
large or small according to the plans of the window dresser. The floor of 



TO DRESS SHOW WINDOWS 43 

the window is covered with dress goods picked up for lightness into little 
waves. This can be done by placing balls of paper underneath. — Copyright, 
Mer. Pud. Co. 



An Oriental Suggestion. 

Harry Harman, a subscriber in Louisville, Ky., and a professional deco- 
rator, sends us a design for a display of Turkish towels. By means of some 
slight supports and bent hoops a bower may be constructed, which will, in 
so*me degree, represent a harem of an affluent Turk, so far as architecture 
will go. This may be covered with Turkish towels, as the cooking recipes 
say, "to taste." If the storekeeper has a, papier mache head or figure which 
may be draped and made to recline on a downy bed of Turkish toweling, its 
head covered with a fez or a red turban, the effect will be increased. The 
sign may read : 

: TURK- : 

ish towels very cheap to-day ; 



■Am. Storekeeper, 



A Unique Window. 

The window in question had a single pane of glass, and its dimensions 
were about 10 feet in height, 6i feet in length, and 7 feet deep. The back- 
ground and sides were formed of rich, large woolen plaids, in various colors, 
suspended in full lengths from the ceiling to the floor. A canopy was 
formed from the same material, and suspended about eight feet from the 
floor. There were four tiers or steps in the window on which were placed 
skirt forms about 2J feet in height These forms were dressed in the latest 
designs of Paris combination dress goods. The first tier had three forms 
draped so as to show the skirt in plaited folds ; the second tier contained 
two, the third three, and the top tier four such forms. Between the first, 
second and third rows of forms were bunched goods in fancy, figured, 
flowered, plaid and other effects. The forms were dressed in striped and 
figured designs in cream, pearl, green, blue, etc., the whole forming an 
attractive exhibit and one which displayed the goods to advantage. 

The tiers can best be made by using common pine boards, with boxes 
placed under the ends, raising them to the desired height, and the whole 
covered with common red or green flannel. Forms can be made out of card- 
board bent to any shape desired, which is about the cheapest as well as the 
best material that can be used. — Dry Qooth Chronicle. 



u 



NEARLY THREE HUNDRED WAYS 



The Brooklyn Bridge. 

The design given below is intended to represent the famous Brooklyn 
bridge, and with the exercise of a little care and patience on the part of the 
window dresser can be produced in an effective manner. 

The foundations or piers of the bridge are made of rolls of cloth, but 
could also be made of boxes covered with cotton dashed with paint to imitate 
stone work. Across these two supports planks are laid, and faced, as shown 
in the cut, with cards containing ties, buttons, or anything which comes 
conveniently mounted. The arches are more complicated, but a description 
of one front will serve for the whole arch. Take the front of an arch as it 
faces us. The first thing is to erect a frame, which is nothing but two 
light pieces of wood, of two or two and a half inches in width, connected 
at the top by a piece of similar material the width the arch is to be made. 
Now take undershirts or any similar article and place them horizontally one 
above the other up each of the side strips of the frame. The space between 




the two strips may be filled by piling, one on the other, undershirts doubled 
up with the front outward, or else slats may be tacked across the frame and 
shirts hung across these from top to bottom. It will be observed that the 
width of your arch must be the width of the shirts or whatever you intend 
to display between. Practically then each side of the arch is made on this 
wise: a row of shirts turned about an upright pole, to the right of which is 
a row of white or other shirts suspended upon lath or rails so as to show the 
entire front. The other upright of the frame to be treated similarly with 
the row of shirts on the a left of the upright pole. This gives you two 
uprights of the frame covered and a row of shirts on each side of the inside 
space between the arch. The space remaining between these two rows is to 
be filled up by goods folded to show their greatest bulk, or goods hung to 
overlap from slats tacked on for the purpose. Each side of the arch is 
similarly treated. Of course the rear of the bridge not being visible needs 
no decoration. The ropes of the bridge are common ropes arranged about 
as shown in the cut. The water beneath is nothing but blue cambric dashed 
with white paint and picked up in imitation of waves. The tower on the 



TO DRESS SHOW WINDOWS. 45 

left is of course only a half section needing no more than to present a brave 
front. The construction of the frame is suggested by the outline. The 
frame is first covered with stout paper and then cards of button's, ties, etc., 
are tacked on as shown in the cut. All this means work, but of course 
those who go to the trouble of preparing the frames will find further use for 
them in future windows. The boat is a toy boat and needs no other descrip- 
tion. The tower may be omitted, if desired, without spoiling the window, 
but of course the effect is much better if it is used in the design. It will 
also add to the display to secure a few figures and place them on different 
parts of the bridge, and also on the boat. — Copyright, Mer. Pub. Co. 



Use of Suit Forms in Window Dressing. 

A suit form is generally made of thin slats nailed against three half- 
circles, about six inches deep by twelve inches long. The three circles are 
divided into a space generally of about thirty- four inches, one circle at top, 
one at bottom and one in the middle. If not convenient to procure these 
forms, a pasteboard box of same height, width and depth will answer the 
purpose as well. Open your sateens, challies or baptistes and lay them in 
close folds over the form or box, barely touching the floor ; pin only the top, 
letting the bottom fall gracefully. After your form is closely folded on the 
front part bring the goods to the back and around to the front or side of the 
form, leaving the full width of the goods hanging loosely. About nine 
inches from the end gather them neatly and tightly together, and pin these 
gathered knots to the top of the form, about nine inches from front corner, 
and you will have completed the so-called overskirt or drapery. The balance 
of the goods leave for the bustle and baok drapery, which are generally the 
most impressive and effective for display. Gather and fold the entire balance 
of the material and pin against the form every nine inches, allowing the 
goods to be fifteen inches apart. 

The entire back of form being completed, put all the folded goods so 
arranged slightly apart, and they will form a very nice back drapery and 
bustle combined. If you desire a folded back drapery, simply let the goods 
sag loosely every twelve inches, and pin in succession, without gathering. 
In the first row place sateens, the next challies and the last baptistes. A 
very pleasing effect will also be produced by reversing every tier — that is, 
having the forms all facing to the right on the first row, the left on the 
second and again to the right on the third. Tiers are built of common 
wooden boxes, with shelving boards cut to fit the distance or space allotted. 
As these forms taper in shape as well as in dressing, it is necessary to cover 
all the steps with similar goods to avoid vacant spaces and to cover the 
woodwork. A braided panel or set, or girdle here and there, attached in the 
proper place, will add considerably to the general effect. Always add price 
tickets, but not too large on such forms, as they almost invariably prove a 
valuable agent in selling the goods. — Dry Goods Chronicle. 



46 



NEARLY THREE HUNDRED WAYS 



Another Wigwam Window. 

We 'give below another suggestion for a wigwam window that differs 
somewhat from that given on page 28. It is intended more particularly for 
such dry goods stores as handle furs, etc. 

Four or five bamboo fish poles cut the required length and fastened at 
the top will make the frame of the wigwam. This can be covered with 
buffalo robes or any sort of lap robe desirable. A very good background can 
be made in imitation of rocks by piling boxes (soap boxes are a good size) 
and covering them with robes of different colors. To give the appearance 




of boulders the robes must cover each box or package of boxes separately. 
Begin for example at the bottom ; draw a robe over a box, lay another robe 
down wrong side out over the first robe. Place your next box on the other 
so that it rests on the edges of the two robes and holds them, then turn your 
robe which hangs down, up over the box and it will be right side out and 
make the second rock, etc. 

A cave scene can be made by taking a large dry goods box with the 
cover removed and setting it in the window so that the mouth faces the glass. 
Lay a robe inside the box at the bottom and let it hang down over the edge, 
or over the other boxes below if necessary. Another robe is necessary to 
line the top of the inside of the box. This must be fastened on the back 



TO DRESS SHOW WINDOWS. 47 

end of the box by strings attached to the robe and drawn through a couple 
of holes previously bored for that purpose. Of course the sides of the box 
need lining, but it is best to let the top lining hang down irregularly and 
help conceal the sides, rather than have the inside show a square and flat 
surface. When your cave 'is made you can build "rocks" about it in the 
manner already described. If you have a stuffed fox or other animal to put 
in the cave so much the better. Muffs can be used to advantage in this 
work, and we need only suggest that a fur boa looks a good deal like a 
snake. — Copyright, Mer. Pub. Co. 



A Windmill 



A noticeable window decoration may be built in the shape of a wind- 
mill. The tower may be made of two inch sticks, with a platform at the 
top one inch thick and two feet square. The mill is easily made by a tyro 
carpenter, four or six arms and a tail being enough to show what the design 
is intended to be. The tower may be covered with bleached muslin, tacked 
on the corner posts, upon which handkerchiefs, ties, fans, hosiery, under- 
wear, or almost any kind of goods may be pinned. The sails to the mill 
may be made from colored handkerchiefs, or any similar goods. To accom- 
pany s.uch a design any one of these mottoes might be used: "Our prices 
tell which way the wind blows ;" "It is an ill wind which blows no man 
good;" "We are running before the wind and throwing everything over- 
board ;" "They hear a voice in every wind which whispers lower prices.' , — 
Am. Storekeeper. 



48 



NEARLY THREE HUNDRED WAYS 



CLOTHING. 



A Curious Window. 

In order to perfectly explain the following suggestion two illustrations 
are necessary, the first being an 




EXTERIOR VIEW 

of the window. This arrangement is very simple indeed, and consists in 
obscuring the view of the show window by means of some black material, 
such as black calico stretched across the window, leaving a hole in the center 
not more than twelve inches in diameter, and over it place the words "Do 
Not Look Inside." This wording can be made best and cheapest by using 
Willson's white gummed letters. This being done the view for outside effect 
is complete. Then place something over the hole so that passers by cannot 
see inside during the operation, and proceed to perfect the scene as shown 
in sketch for the interior vieiv. 



TO DRESS SHOW WINDOWS. 



49 



People are sure to crowd at the window to get a peep, so take time and 
make a good show. On the bottom of the window lay a piece of nice carpet. 
Then borrow from the furniture man nearby the necessary articles of furni- 
ture, placing them in the position shown in sketch. The intention is to 
represent a bedroom scene, in which a man is putting on a suit of clothes 
purchased from your store. On the chair place a strawboard tyox, such as a 
suit of clothes is usually packed in, and place the lid in such a position as 
to show up your name distinctly on the top of it. Near the washstand put 
a hat placed on the top of a box, also bearing your name. Make the name 
in large, black gummed letters. The dummy should be placed in the center, 




UiimmiiiiiiiiiiHiniiiifliit 



3flimiiiiimiiiMitiiiuisiiiinw 



INTERIOR VIEW. 



facing the mirror, in the act of adjusting his clothing. After placing a 
show-card on the wall, many little things will doubtless ^suggest themselves 
to the window dresser which will heighten the effect. This will make a 
great attraction during the evening when the gas is lighted. — Copyright, 
Mer. Pub. Co. 



To display a pair of pants roll up some pasteboard and pl.-ce it inside 
from the knee down — it will be stiff enough to spread and fill out the leg — 
then hang over a box or rod. In this manner pants can be very attractively 
displayed, and much more so than if placed flat. 



50 



NEARLY THREE HUNDRED WAYS 



A Window That Will Attract. 

The following suggestion can easily be carried out and cannot fail to 
produce a good effect. 

The principal articles necessary are two dummies, and one should be 
dressed in the nobbiest suit in the store with a new style of hat, gloves and 
a tasty necktie, and should be placed on a pedestal in the window, with 
suitable wording on the pedestal. Standing near and looking up at it place 
another dummy dressed in a very different style. The object is to show a 
marked contrast. For this purpose put on the second dummy the shabbiest 
suit of clothes you can get hold of, an old pair of boots and a battered hat, 




dirty the face also, and taking some curled horsehair, gum it on the face to 
show a beard of a week's growth, and serve the back of the head in the 
same manner, making up as perfect a representation of a poor fellow enter- 
ing the store to get^rigged up as possible. Everybody will stop to look at a 
show of that kind and it is sure to draw a crowd. In other parts of the 
window the window dresser can make an ordinary display of bargains. 
Altogether a very attractive window might be gotten up. The card in the 
shabby man's hand might read as shown in the sketch, but if it is thought 
necessary to put one also in the hand of the man wearing the twenty dollar 
suit, make it read "How's this for twenty ?" Do not omit to suspend a 
handsome show-card drawing attention to the fact that your new stock has 
arrived. — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



51 



A Unique Idea. 

The following unique idea can easily be carried out and will make a 
great attraction. As will be seen in the sketch, the principal idea is the 
introduction of a mirror into the show window. Nearly every clothier keeps 
a large handsome mirror in his store which can be brought into use for this 
purpose. Place the mirror as near the centre of the window as possible, and 
in front of it place an elegantly dressed dummy in the act of adjusting a 
necktie. 




aiiiiiiiiiiuiiiuuiuiiiiiin 



j^Biiitiiiniiiins: 



Against the mirror lay an umbrella and a man's hat. This is the 
main feature of the display. In other parts of the window, goods may be 
arranged to suit the fancy of the window dresser, but we give in the sketch 
the general idea. On either side of the mirror hang rows of pants, coats 
and vests, and across the top place a show card reading "A Pleasant Eeflec- 
tion." "Perfect Fits At Lowest Prices." Above this put a row of any 
specialty in the store such as dollar shirts. 

There are many things which can be done to heighten the effect of 
this display, but it is left to the judgment of the window dresser to use 
just such goods and in such a manner as he thinks best. — Copyright, Afer. 
Pub. Co. 



52 



NEARLY THREE HUNDRED WAYS 



A Good Idea. 

We present in the cut below the main features for a very attractive 
window display. Very little explanation is necessary, as there is but little 
detail in carrying out the idea. 

In the center of the show window place a dummy, and by means of a 
stick inserted up the sleeve elevate the arm, and in the hand fasten a knife 
being drawn through a price-card previously hung on the back framework. 
If the card is marked in plain figures $18 it can be cut so that it will make 
two tens, this being the price the suit is cut down to. The idea is to use 




this suggestion only when there has been a mark-down in the price of your 
goods, as at the close of the season. — Copyright, Mer. Pub. Co. 



A Stuffed Vest. 

Mr. Haines, the skillful window dresser in Ira Perego's Fulton street 
establishment, contributes a figure which is unique and extremely taking in 
the window. It is simply a summer vest, white or figured, stuffed with paper 
until nicely shaped, and resting against any sufficient support. The openings 
at the neck and arms are filled in white silk mufflers, prettily puffed. The 
effect can be varied by the use of colored mufflers. This figure makes a very 
pretty center piece. — The Haberdasher. 



TO DRESS SHOW WINDOWS. 



53 



A Wardrobe Display. 

The suggestion given below is not only a novelty in itself, but it very 
forcibly combines an attractive display with a personal suggestion of a 
wardrobe that needs replenishing. In this way it may accomplish what a 
whole array of clothing would not do. 

A window full of clothing suggests quite often anybody's and every- 
body's needs. If our wardrobe is getting shabby, we are not alone, and 




Miiiuiiiiiiiiiuiiiiiiiiinii 



I^iiliUaiitiiiiiiiiiiiiiiiiiiimimiiiiii 



companionship lightens our deprivation. In order to be effective, this design 
should show a great deal of taste in its simplicity; and a bright man may 
easily improve on the hint given in the cut. It will not be necessary to 
procure a heavy piece of furniture to realize this idea. The wardrobe need 
be nothing more than a frame of light pine strips covered with heavy brown 
or with builder's paper. This should be neatly covered with wall paper and 
lettered with announcements on and over doors, as shown in the cut 
Arrange, inside the wardrobe, a complete sample of a gentleman's outfit, and 
you have a most suggestive advertisement. — Copyright, Mer. Pub. Co. 



54 



NEARLY THREE HUNDRED WAYS 



An Excellent Idea. 

In the illustration given below will be found an excellent idea for 
window dressing during the time that merchants are cleaning out stocks of 
winter goods. It is something that any person who can afford to keep store 
at all can afford to do. The only expense necessary is for a few show cards, 
and even this can be made very slight by the use of Willson's gummed 
letters. [See desciption and prices in back of this book.l 

A wheelbarrow can be borrowed for the purpose, and, having secured 
it, place it in the middle of the show window. Put some pants, suits, or 
overcoats on it, and attach the cards as shown in the illustration, paint up 




the legend about "Overcoats Almost Given Away" on a long strip of white 
paper, and then arrange your display of clothing in the ordinary manner 
around the sides of the window. This idea will strike passers-by as a very 
apt one, and will successfully draw their attention when other methods fail. 
It might also be used in almost any other branch of trade. — VopyrigM, Mer. 
Pub. Co. 



A novel idea for clothing stores is to place an immense pair of pants in 
the window, and alongside of it a diminutive pair and also a pair with one 
leg cut off. Stuff them with paper or cardboard, and attach the following 
sign : "Pants for giants, liliputians, one-legged men and everybody." 



TO DRESS SHOW WINDOWS 
A Complete Outfit Display. 



55 



In the sketch here given, ingenious window dressers can turn the idea 
into a very elaborate window. No attempt has been made to enter into 
details but only to outline the general plan of the arrangement. 

Commencing at the top of the window arrange a row of hats which 
should be followed by collars and ties, then shirts, coats, vests and pants, 
winding up with the statement on a placard placed in a conspicuous 




liliiiiiiiiiiiiiiutiimiiiiilj 



ULuaiiiitiiiiiuifiiiiiiiiiiiiiillllU 



position that "We Clothe From Head To Foot." If you carry shoes in 
stock place a line of them at the bottom to complete the arrangement. — 
Copyright, Mer. Pub. Co. 



Live Figures in Windows. 

A Chicago clothier has arranged in his window, which is a very broad 
one, a teetering board, on each end of which is placed a well dressed colored 
lad. On the plank, at equally distant points, are attached dummy forms 
dressed in fashionable clothing. 



56 



NEARLY THREE HUNDRED WAY8 
A New Arrival Window. 



The following arrangement will be found just the thing to announce 
the arrival of a new style or line of goods. 

Take a large packing box and place it in the centre of the window 
and in which place a dummy figure as shown in the illustration. On 
the front of the box arrange neat lettering as shown. Goods should 
be scattered around the box as though it had been hurriedly left half 
unpacked. The chain in upper part of the window is formed of 




collars, fastened with collar buttons and linked together ; above this cuffs 
are displayed on a pole suspended from the ceiling, Other goods can be 
arranged as shown. — Copyright, Mer. Pub. Co. 



A very good full length dummy for pants can be made by stuffing a pair 
of drawers with paper and drawing the pants over them. A coat dummy 
can be made in the same way by using an undershirt. The two can be 
pinned together, then stuffed with paper, and in this way a full suit will be 
well displayed. To complete it place a silk handkerchief in the neck of the 
coat. 



TO DRESS SHOW WINDOWS. 



57 



"The Poor Man's Dream." 

The suggestion here given is designed to show "The Poor Man's Dream,' ? 
which legend should be printed on a card and hung up in a conspicuous 
place. A light cot will do for a bedstead, and a dummy head will fix up 
well enough for the sleeping man. On a chair in the foreground lies a suit 
of very old clothes, and around the bed are very tangible ghosts with out- 
stretched arms, showing how cheap clothing is sold by & Co. The 

details of the window can be filled out to suit the taste, with various articles 
of wearing apparel. 




^l!?H9EtnimU!IIUfiMHU!UIID 



A window of this sort can be made to produce a very telling appeal 
to the good sense of a certain class of customers. If desired the win- 
dow could be divided into two parts and a second scene show a dummy 
figure elegantly dressed, with a card "How the Dream Came True 
at V 

The figures in the cut would be better grouped on either side of 
the bed thau standing in a straight line. It is expected that our readers 
will enlarge or modify these suggestions in every case to suit the needs of 
the occasion. — Copyright, Mer. Pub. Co, 



58 



NEARLY THREE HUNDRED WAYS 



A Jumbo Window. 

The following design will be found very effective for keeping a crowd in 
front of your window. 

It is necessary to have "an elephant on your hands'' for a time, but 
he is easily cared for and disposed of, and can be obtained at a slight 
expense. The larger your window the larger your elephant should 
be. All the material required is a quantity of cheap cotton sheeting, or 
better yet drab or dun colored dress lining or cheap cloth that m color 
resembles an elephant. Stitch this cloth together, lay it. on some level surface 
and with a sofc pencil sketch the outlines of the ' critter" as shown in 
illustration. 




miiiiiiiiiiiiiiiiiiHfMiiiiii 



iili.iiiiiiiiiiiiiii!iuiiiimiiiiiiiin 



When the outline is complete cut the cloth on the line of your drawing 
and you have one side complete; then cut another piece exactly like the 
first, stitch the two together, leaving one end open, then turn inside out to 
hide the rough edges, and stuff it smoothly with hay, after which turn in 
the edges of the opening and sew it up neatly. The animal is now complete 
except ears and tail, which are easily cut, stuffed and attached to the body. 
Draw the eye with a soft pencil. After the elephant is finished, letter it in 
large, plain letters "The Jumbo Stock," and stand him in the rear of the 
window, where he is hidden from close inspection. The side view of the 



TO DRESS SHOW WINDOWS. 



59 



dummy is very deceptive and life-like. Do not stuff the covering too full 
as the animal is only seen from the side. The goods can be arranged as 
shown or in any manner to suit your taste. This elephant idea is equally 
good for any other kind of business. — Copyright, Mer. Pub. Co. 



A Scare-Crow Window. 



The design here given is a good illustration of the force of contrast as 
well as suggestive of a good advertising idea. 




Make the scare- crow just as scarey as possible, and dress the dummy in 
as good a style as the price on the goods will permit. Let your cards be 
neatly printed, Willson's Gummed Letters being just the thing for the work, 
so that they may be legible and neat* These two figures should occupy the 
centre of the window and be the chief attraction, but as a background it 
might be well to arrange a few goods in order to break the otherwise barren 
effect. No goods, however, should be placed at the sides or in front, or on 
the bottom of the window, for they would detract from the effectiveness of 
the figures. — Copyright, Mer. Pub. Co. 



*For description and prices of these letters see back of book. 



60 



NEARLY THREE HUNDRED WAYS 



A Very Handsome Window. 

A very handsome window is made as represented by the accompanying 
illustration. 

The central figure is a horse-shoe made of shirts. This is easily done 
by making a rough horse-shoe frame of boards upon which the shirts can be 
pinned. A full dressed dummy figure stands in the centre of the window 
underneath the horse- shoe. If you have no dummy figure stuff a suit of 
underclothes with straw or paper, and draw the suit of clothes over them. 
Strips of wood about the size of a lath should be put in with the stuffing 




so as to keep the figure stiff and upright. Eun two strips from feet up each 
leg to shoulders, and then a cross-piece from shoulder to shoulder to connect 
the two and make all firm. Add cuffs, collar and tie, and fill in the neck 
with a silk handkerchief, but better still secure one of the cheap dummy 
head pieces. .With a little care a very presentable figure will be the result. 
The balance of the window may be filled with other goods as shown or any 
way to fill your space best. The latest way of showing suits will be seen at 
the lower corners of the illustration. First the coat, then hang pants 
across, on top of which put vest as shown. The vest is shaped like a cone, 
which is done by folding it around a piece of pasteboard cut to the proper 
shape. Price for suit or name of the style is generally attached to the top 
of the vest. — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 
A Snow Man Window. 



61 



The design for window display given below shows a very effective winter 
scene. The snow men support the card as in the illustration. A snow -ball 
stands in one corner and the sides and back of the window are lined with 
overcoats as shown. The snow men are quite easy to make. Take a stick 
about the length of the human trunk, including the head. Tack on two 
pieces at one end projecting like an inverted V. At the right height for the 
arms tack on two other strips slanting downward at the angle desired. A 




illllllllllllllllUUIlHIIll!!! 



iiiiiiiiiiiiiiimiiiiimiMKni 



short strip at right angles should be put on for shoulders. Insert this frame 
in a suit of underclothing and stuff it carefully with paper. Make a head 
of paper covered with cloth, and fasten it at the top. Then cover the entire 
figure with cotton batting or flock, or any similar white fluffy substance. 
A little mound of paper or anything else may be made about the feet 
and covered with batting to imitate a snow bank. For the sides and 
back lay the overcoats, almost flat against the boards that support them, and 
in the intervening spaces fasten cotton batting picked up so as to look fluffy — 
something like snow-flakes. This should not be a solid mass of white, but 
little flakes scattered so as to leave a small space between each. The floor of 
the window should be of cotton batting and the window front have imitation 
icicles made of cotton batting with a little powdered glass sprinkled on. — 
Copyright, Mer. Pub. Co. 



62 



NEARLY THREE HUNDRED WAYS 



A Striking Contrast. 

The design here given tells its own story, and that too in almost effec- 
tive manner. The contrast between the warmly clothed figure and that clad 
in a thin summer suit suggests to the observer the necessity of preparation 
for colder weather. 

The wintry aspect of the window is easily produced. Cotton or wad- 
ding makes the icicles and a little powdered glass will produce the sparkling 
effect. The more wintry the appearance of the window the more apparent 




will be the discomfort and lonesomeness of the figure in the summer suit. 
A card with suitable wording should be displayed as shown in the illustra- 
tion. — Copyright, Mer. Pub. Co. 



A Showy Window. 

The design given on following page can be made very effective if a 
little care is exercised in carrying it out. 

The three rails that occupy the upper rear part of the window are full 
of boy's waists, which are advertised by the row of stars in the body of the 
window. The arch in the background is first covered with muslin or cam- 



TO DRESS SHOW WINDOWS. 



m 



brie of different colors (pink and blue for example) pnt on loosely and puffed 
to avoid flatness. Along this arch pantaloons are displayed, only one leg 
being shown on the front of the arch— and at intervals of distance as seen 
in cut — the colored cambric filling up the intervening spaces. The arrange- 
ment of coats and vests is one familiar to every clothing window dresser. 
The window would be improved if, right in the middle front, there were 
placed a coat slanting straight back from the window and on either side of 




this a pair of pants pointing to the sides of the window; one leg being dis- 
tended by some simple kind of padding. The sign, of course, can be worded 
to suit the season. — Copyright, Mer. Pub. Co. 



A Bar Room Window. 

An enterprising firm recently gave a very elaborate example of realism 
in window dressing. The window floor was covered with sawdust, and on 
one side stood a buffet, with an array of decanters with colored liquids and 
sparkling glassware. A white bartender was turning from the buffet in the 
act of handing to a colored waiter a glass of liquor. The figures were life- 
size and very natural. The bartender and the waiter were both arrayed in 
white bar suits, which it was the object of the display to advertise, while in 
the background was an array of similar suits with a card calling attention 
to their character and quality. 



64 



NEARLY THREE HUNDRED WAYS 
Hard to Choose From. 



The illustration given below explains itself, but we give a short descrip- 
tion to help those who may not fully understand its meaning. 

In the foreground place a model, clothed only in shire and undergar- 
ments, with the inscription at the foot of the cut legibly printed with 
Willson's Gummed Letters, or placed on a card and hung around the neck 
of the dummy. Back of the figure arrange goods as shown, while the sides 




and bottom may be filled in with appropriate goods, taking care not to do 
anything to overcrowd or detract from the effect of the central figure. — 
Copyright, Mer. Pub. Go. 



A Novel Window. 

A novel exhibition for a clothier's window is to arrange a pair of 
pants stretched out by pulleys and weights to represent an enormous 
strain, although the "500 lb." weights used are only pasteboard painted black 
with a marking brush and lettered "500 lbs." 

To complete the display it would be better to hang a coat in the back- 
ground to which a similar weight should be attached, while a show-card 
placed in a conspicuous position in front announces the fact that "Our 



TO DRESS SHOW WINDOWS. 



65 



Durable Clothing Never Rips Nor Tears." Other parts of the window may 
be filled in to suit the taste. — Copyright, Mer. Pub. Co. 



A Summer Display. 

The arrangement given below is a very simple one, and is intended to 
display remainders of summer goods and to draw attention to them by the 
card displayed. 




It is intended for such clothing stores as handle furnishing goods, hats, 
etc. Instead of using plain sticks to support the hats, light^summer para- 
sols might be utilized with good effect. 

The illustration fully explains the arrangement, which can be varied 
somewhat to suit the taste of the window dresser. Display in a prominent 
place a card with wording as given, viz: "The Last Rows of Summer." — 
Copyright, Mer. Pub. Co. 



66 



NEARLY THREE HUNDRED WAYS 



FURNISHING GOODS. 



An Athletic Display. 

Figure 1 shows a portion of the bottom part of a window dressed with 
athletic goods. It is made up by a repetition of the figure shown. There 
are three rows, each composed of folded tennis coats, and tennis caps] upon 
a standard, in alternation. The tennis coats are folded to show the sleeve, 



;i£?»v 



V* 




Fig. 1. 
and are raised slightly at the top by placing beneath them a small box. 
Across the arm of each is laid a tennis belt of contrasting color. Between 
each two coats is placed a standard bearing a tennis cap, there being two of 
these in the front row, and three of the coats. 

w 




Fig. 2. 
The upper part of the window is dressed with flannel shirts, caps and 
belts, as shown in Fig. 2. The bars are three deep, being so arranged "that 
each tennis belt is backed by a shirt. The shirfcs shown are white grounds 
with wide stripes of light blues and reds, the^caps and belts to match. A 
good feature of this window is that it requires but a small amount of stock 
to dress. — Norwich Manual. 



TO DRESS SHOW WINDOWS 
A Handsome Window. 



67 



A handsome window, produced by very simple means, consists of a con- 
stant repetition of the unit, Fig. 1, the massing of color being the chief 
factor in producing the effect. 




The bars used are circular and two feet deep. To the front bar are 
attached three boxes containing hosiery, one in the center and one on each 
end ; and between each of these is placed a pair of hose. This simple figure 
is repeated on the rear bar, which, being larger, of course requires a greater 
number of boxes and pairs of hose. Each successive pair of bars is simi- 
larly treated. But one color or two shades of the same color, such as brown 
and tan, should be used. The bottom is occupied by eleven small standards, 
upon each of which rests a box of hosiery, with a pair of hose opened out, 
(Fig. 2.) These "Haberdasher" stands, which are unrivalled for their pur- 




Fig. 2. 



pose, add greatly to the attractiveness of a window, by reason of their beau- 
tifully colored tile bases and brass fittings. The bottom of this window is 
covered with maroon canton flannel as a foil for the display and the back is 
draped with the same material. — Norwich Manual. 



How a New York Firm Displayed Hosiery. 

A prominent firm in Grand street, New York, recently obtained a wax 
figure, and having dressed it in the latest fashion, placed it in the position 
and attitude of crossing a muddy street, thus causing it to reveal a mar- 
vellous piece of workmanship in the shape of silk hosiery. The balance of 
the window contained every variety and style of hosiery, the prices beiiii? 
displayed by means of showy tickets in the shape of stockings. It is need- 
less to say that there was not a minute in the day that the sidewalk in 
front of the window was not crowded all the time, and the enterprising 
storekeeper had the satisfaction of knoAving that many thousands mentioned 
his name and window during the time the exhibition lasted. 



68 



NEARLY THREE HUNDRED WAYS 



An Effective Display. 

The design shown in Fig. 1 is made by placing in the front row a box 
covered by a white silk muffler, upon which is placed a dozen collars tied 
with a light blue ribbon. Next it is a box of handsome embroidered, sus- 




Fm. l. 

penders of dark ground, raised at the back to a sloping position. Behind 
these is arranged a red undershirt resting upon a box ; and this also is sur- 
mounted by a bunch of collars. These three pieces repeated a number of 
times form the ground. 







Fig. 2. 

The upper bars are dressed as shown by Fig. 2, made up entirely of 
scarfs and repeated a number of times. The arrangement shown is dupli- 
cated in a second row of bars twenty inches back from the first. The colors 
used are mainly blue and white effects. To dress a large window in this 
style requires about ten dozen scarfs, one dozen pairs embroidered sus- 
penders, and twelve dozen collars. The effect may be heightened by laying 
canes across the lower bars between each unit, and umbrellas in a similar 
position across the upper bars. — Norwich Manual. 



A Pretty Centre Piece. 

Boxes eighteen inches square may be stood on each other so as to form 
a pillar as high as may be desired. On this may be attached shirts, hand- 
kerchiefs, underwear rolled or other goods, so as to form a pretty centre 
piece. 



TO DRESS SHOW WINDOWS, 69 

A Pointed Question. 

A rather good device was recently observed outside a furnishing goods 
store. A long mirror had been suspended just on one side from the store 
window. At the top was a' strip of paper, upon which was printed in bold 
letters the question : "Isn't it about time that you should replace that shabby 
tie with a new one ? " No one could read the notice without involuntarily 
glancing at his own tie reflected in the mirror, and from this a glance to the 
fresh display in the window was a most natural circumstance. 



A Simple Arrangement. 



The design below shows one of the simplest possible arrangements, 
which depends mainly upon its color for its effectiveness. 





The ground is occupied by several undershirts of pink silk, draped over 
boxes in the manner shown. Above is a double row of bars containing 
salmon-colored hose. In displays of this kind the best window dressers 
confine themselves to at most two colors, such as salmon and blue, and very 
handsome effects can be produced by using two or three shades of the same 
color. The illustration above shows only one arrangement, and which it 
is intended to repeat as many times as the width and depth of window will 
allow. — Norwich Manual. 



An excellent way to display collars is to make a chain of them fastened 
with buttons, and hang from one side of the window to the other ; or better 
still, make several chains, running from the four corners and meeting in the 
center, with the price of the collars on a neat card suspended from the 
center point. 



70 



NEARLY THREE HUNDRED WAYS 



A good idea is to suspend in the window a miniature shirt, almost too 
small for a doll, yet elegantly finished, laundried and provided with studs 
and sleeve-buttons, collars and cuffs. Alongside or back of it place a mam- 
moth shirt finished in the same manner, with suitable placard with such 
wording as— "We fit all sizes from the least to the greatest." 



A Neat Arrangement, 

The main feature of the design giyen below is the central figure 
shirts occupying the bottom and forming a geometric star with six rays. 



of 




The shirts, which have collars affixed, are laid with the tops inward, 
and a seventh shirt is laid partly within the unoccupied space in the center, 
as shown by the sketch. Between each of the rays formed by the shirts is a 
white handkerchief folded to stand, as shown, thus affording an effective 
foil to the blue or pink of the shirt. At the sides and top of the window 
are borders formed by underwear hung upon the side brackets and the upper 
bar of the front. These are light salmon or blue. On the back bar at the 
bottom is a background made up of handkerchiefs. The bar is first hung 
with white handkerchiefs entirely filling the space; over these are placed 
handkerchiefs with dark blue borders, folded bias to form a diamond-shaped 
figure, as indicated. The remaining bars are dressed with black hose, three 
pairs on the front bar and four pairs on the back, the bars being put two 
deep. — Norwich Manual, 



Three Neatly Dressed Windows. 

The illustrations on the following page are given simply to show how 
windows can be neatly and attractively dressed by the use of the artistic 
"display fixtures now coming into such general use. The centre cut shows the 
three windows on the Broadway side of Samuel Budd's well-known fur- 
nishing goods store, corner Twenty- fourth street and Broadway, New York, 
while the other two are given as types of well arranged windows. 



TO DRESS SHOW WINDOWS. 



71 




SAMUEL BUDILfr UNDERWEAR. 




72 NEARLY THREE HUNDRED WAYS 

A Pretty Center Piece. 

A figure which is unique and extremely taking in the window, is simply 
a summer vest, white or figured, stuffed with paper until nicely shaped, and 
resting against any sufficient support. 




The openings at the neck and arms are filled in with white silk mufflers, 
prettily puffed. The effect can be varied by the use of colored mufflers. 
This figure makes a very pretty centre piece. — Norwich Manual. 



A Very Attractive Window. 

A very attractive window may be made by taking enough boxes of 
fancy and plain hosiery to form three rows across the floor of the window,, 
parallel with the glass. Take the bundles of hose from the boxes; put the 
box covers on the bottoms of the boxes, and place the boxes a foot apart, in 
rows parallel with the front glass; lay the boxes on lines running diagonally 
across the window base ; then lay a bundle of hose across each box so as to 
form an X. If the boxes have ornamental paper flaps, it will add to the 
effect to let them stand out under the hose like wings. The window should 
have a clean, white bottom covering. At the front of the window, on brass 
rods near to the glass, may be hung the new spring ties and scarfs, blending 
the colors tastefully with the lightest shades in the centre, and grading the 
colors toward the ends. Four lines of rods may be so arranged, the ties 
being six or eight inches apart. At the rear of the window, forming a back- 
ground for the remainder, place a display of laundried shirts, with the 
collars and cuffs displayed by being inserted in the neck openings. The 
spring styles of percale shirts are well adapted for display purposes. These 
should be fastened perpendicularly to brass rods, and form a solid back to 
the windoAV opening. On the brass upright rods at the front corners of the 
window, fancy handkerchiefs may be attached. Catch them from the 
centre and hang them so as to show the fancy borders and corners. This 
makes a good spring window. — Am. Storekeeper. 



TO DRESS SHOW WINDOWS. 



73 



An Attractive Window. 

An attractive window can be made by following the instructions given 
below. 

The illustration shows -the general design only, the intention being to 
carry out the whole idea by making circles of the goods. Across the back 
part of your window stretch some white muslin tightly across some strong 
pieces of wood and commencing at the top suspend in a fluffy manner one or 
two rows of gents' colored handkerchiefs. If you have plenty of room to 
spare make three or four rows. Then commence exactly in the middle and 




place as many shirts as possible in the form shown on the cut, but do not 
make your shirt display too large, as you need room for the other goods. 
Then on either side place some neckwear also in circular form ; this will 
give you an opportunity to display all the different shapes which you may 
happen to carry at the uniform price of fifty cents. If you happen to have 
other qualities which you would like to show, place a different quality on 
either side, On the bottom of your window make a display of hats, allow- 
ing them to be flat, and place them as nearly as possible in the form of a 
circle. The figures necessary to be used in marking up the price can either 
be cut out of black paper or you can paint them on a piece of cardboard. — 
Copyright, Mer. Pub. Co. 



74 



NEARLY THREE HUNDRED WAYS 



An Attractive Display. 

The design here given offers an opportunity for advantageously display- 
ing a line of furnishing goods. 

The diameter of the circle can be gauged by the length of five shirt 
fronts. The frame is made of a strong metal ring. Such a ring can be 
made to serve a variety of purposes and costs but little. Across the ring 
heavy string is woven, and to this are attached the articles displayed. The 
four shirts in the center of the circle are arranged to project, and the small 




uiiiiiiiiiKimuninuniiHiii 



l^lllllllimillKHJUEIIlKUillUil 



square in the center is filled by a bright colored silk handkerchief. This 
central projection is something like the hub of a wheel, except that it is 
square and tapers towards the outer end instead of running straight out. 
Around the outer edge of the circle, and between the outer circle and next 
inner one, a border is made by an arrangement of gentlemen's neck-ties or 
handkerchiefs. You will find that spaces will be left between the shirts, 
especially in the inner circle ; these may be filled, according to taste, with 
pretty underwear, etc. It will be an improvement to introduce colored 
shirts, alternating with white. The sides and bottom of the window should 
be dressed with men's hosiery, etc. The rail of hosiery should be at the 
lower edge of the circle, as shown in the cut. — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



75 



A Shirt Window. 

A handsome and effective shirt window is that illustrated herewith, and 
which was prepared by Mr. Will Andrews, of F. R Tripler & Co., New York. 

The scheme represents a full dress window, covering everything in that 
class that comes under a furnisher's control ; but the main feature is shirts, 




and the manner in which they have been set up makes a catchy and novel 
feature in window arrangement*. 

The window is a large one, broken by a column in the center, which has 
been cased in, thus dividing the window into two department or alcoves, the 
walls of which are covered with blue canton flannel as a background. In 
these alcoves the shirts are arranged in oblique planes, retreating from the 



76 



NEARLY THREE HUNDRED WAYS 



sides to the centers. The sides of the alcoves nearest the column are occu- 
pied solely by shirts ; on the opposing sides the rows of shirts alternate with 
strips of pique, linen, etc., loosely pleated and reaching from top to bottom 
of the window, and bearing placards stating that the specimens shown are 
samples of the goods used in making the shirts. The front of the central 
column is occupied by full dress silk vests, black and white in alternation,, 
and completely dressed with shirts, collars, ties, etc. They are held in 
position by being attached to a chain and bar frame. The center figure of 
the ground-work is a bundle of shirts, tied up half a dozen together and 
placed on end. Surrounding this are full dress bows in boxes, jewelry, gloves r 
etc., laid here and there to fill the bottom of the window. Each row of shirts 
is supported upon a narrow, upright board, covered with blue and reaching- 
from bottom to top. A number of wire easels are attached at proper intervals 
to the uprights, and in these the shirts rest securely. — The Haberdasher. 




A Handkerchief Window. 

A very pretty effect can be secured by arranging a sloping roof or hand- 
kerchief arcade, as shown in the illustration above. 

To arrange such a display construct a light frame work extending from 
the upper front of window to lower rear of window, covering with some 
suitable material, and from this suspend fancy bordered handkerchiefs by 
their centers. 



TO DRESS SHOW WINDOWS. 



77 



An Attractive Window. 

Below we give a design for a very attractive display and one that can 
easily be carried out. 

To carry out this idea stretch some black muslin tightly across the back 
of the window and arrange the shirts in a semi-circle, the more shirts 
exhibited the better will be the effect, but care must be taken to leave 
enough space between the shirts to place white neckties as shown; both the 
shirts and neckties should be pinned on to the muslin, care being taken not 
to expose the pins. Where the window dresser has sufficient room at his 




disposal a complete circle might be made of the shirts and a better effect 
would be produced. After having placed the shirts and neckties in order 
the next thing to do is to paste on the letters. We would suggest for this 
that the letters be cut from some soft white paper which will cling firmly 
to the muslin, and if the lettering which we have suggested in the sketch is 
not considered sufficient more may be easily added, but it is advisable not to 
put on many words, so as to admit of those which are used being made as 
large as possible so as to be visible at a long distance from the store window. 
Large and small white letters gummed on the back are best suited for this 
class of work.* Having completed the background of the window in this 

*Prices and description of these handy letters will be found in the back of this book. 



78 



NEARLY THREE HUNDRED WAYS 



manner, take a quantity of white Tests and arrange them in rows as shown 
in the cut commencing high at the back and so on down the front. In the 
neck of each vest place a colored silk or fancy bordered linen handkerchief 
puffed up so as to fill the space, and on the left-hand side pin a buttonhole 
bouquet. Supplement this attractive display with a few handsome pairs of 
suspenders, and you will be sure to have an admiring crowd in front of your 
store all day long. — Copyright, Mer. Pub. Co. 



A Handkerchief Daisy. 

The illustration here given with the description will enable any one to 




produce a very showy window display in the shape of a large daisy made 
entirely of handkerchiefs. 

The centre is formed with handkerchiefs whose borders predominate in 
yellow or light brown colorings. These are caught up by the centre and so 
bound together as to bring a solid mass of colored border at the top. 
Around this centre piece white handkerchiefs are arranged so that the 
corners represent the petals of the flower, while a few large black-headed 
ladies'' hat pins stuck in the colored centre will still further enhance the 
effect. — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



79 



A Stocking Window. 

The following design for a stocking window can easily be carried out, 
with little or no trouble or expense. Arrange a false bottom to your window 
by the use of pine boards, letting the back be considerably higher than the 
front, so as to be in a sloping position. Now cover these boards over w T ith 
some suitable black material, cambric answering the purpose very well. 
Upon this arrange white or light colored stockings in such a w r ay as to spell 
out the sentence "Bargains in Hosiery," or such other wording as may best 
suit your fancy. Care should be taken in pinning the stockings that the 
pins do not show. 




By using different sizes of stockings the wording can be arranged with- 
out difficulty, while the effect will be most excellent. It is advisable to use 
white or light colored stockings, for then the contrast with the black bast 
is more striking. The illustration given above will convey a very good idea 
of the effect produced. Neckwear, suspenders, gloves and handkerchief- 
can be arranged in a similar manner with equally good results. 



Fancy shirts with collars and becoming ties in position mav be stood on 
easels in various pleasing positions, and make an attractive window for gen 
tlemen's furnishing goods. 



80 NEARLY THREE HUNDRED WAYS 

A Shirt Window. 

In dressing a window it is desirable not only to preserve a color har- 
mony, but also to show, as far as possible, the extent and variety of the 
stock, says the Haberdasher. To combine these two requirements is mani- 
festly difficult where the lots are largely assorted and the window space 
small, and variety is, therefore, usually sacrified to color effect and but few 
patterns shown. 

In the show window of an uptown shirt store the problem of this com- 
bination of variety with color harmony was neatly solved by a new and taking 
arrangement of "swatches," a term given to sample clippings. The arrange- 
ment consisted simply of cutting the "swatches" in small diamonds, placing 
them on cards, and attaching them to the bottom of the shirts. Each 
"swatch," of course, represented a different variety or coloring of the pattern 
shown in the shirt to which it was attached ; and these small patches of 
color were not great enough to detract from the large masses of uniform 
color formed by the row of shirts above. The shirts shown were all of one 
color, but of different patterns. Of course this arrangement can be modified 
at the will of the dresser, and variety given by introducing neckwear, hand- 
kerchiefs or other articles. Flannel shirts, underwear, etc., can be advan- 
tageously exhibited in the same way. 



TO DRESS SHOW WINDOWS. 



81 



FANCY GOODS 



A Button Castle. 

An attractive and novel window display can be made entirely of buttons 
as described and illustrated below. 




IlllllllllllllllllllllllUflllll 



Biiiuiiiiiiiiiuiiiiiiiiiiiiiiiffa 



Make a framework of light boards similar in outline to the cut here 
shown, with such variations in design as your fancy may dictate. After the 
framework is made, cover it over tightly with muslin, taking care to leave 
places for windows and doors as shown. Then take cards of buttons of 
different sizes and colors, and fasten them by sewing or tacking so as to 
cover the entire structure save the windows and doors. For windows use 
colored tissue paper, having previously drawn lines across same to represent 
the window sashes, and fasten these securely from the back. If imitation 
stained glass can be obtained the effect will be greatly enhanced. At night 
place lights behind the windows, and the effect will be beautiful and striking. 



82 NEARLY THREE HUNDRED WAYS 

A Balloon Display. 

The design given below, if properly made, forms a most attractive and 
striking display. r J he plain drawing in black and white does not convey 
any idea of the effects produced by the use of bright colors, but it serves to 
show the general outline of the suggestion. 

The frame or body of the balloon can be made in various ways. One 
way would be to make a section of light wood the shape of a balloon and 
then a similar section cut lengthwise, and each part placed at right angles 
to the first section, thus forming a frame on which to tack cardboard. Per- 




haps a simpL r frame could be made of two umbrellas — a large one for the 
top of the balloon and a smaller one inverted for the car. Of course this 
could only be dressed wi en hung up and would lack the solidity of the one 
with the wooden frame. When the frame is made it is to be covered with 
ribbons. A strip of broad ribbon is laid down the length of the balloon 
and another strip placed so as to slightly overlap, and so on until the entire 
surface is covered. The car is covered in a similar manner. If the balloon 
seems too elaborate a simple ball or egg- shaped frame can be covered with 
ribbons, and makes a most tasteful display. If it is desired to dress the 
entire window in ribbons the remainder of the decorations can be subordi- 
nated to those of the balloon ; but the latter can be used independently and 
forms of itself a very tasteful window attraction. — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS, 



83 



A May-Pole Window. 

The illustration here given is intended for use during the month of 
May, being suited to the season, and it offers quite a good field for the 
exercise of taste and skill.' 

The centre of attraction is a May-pole, with ribbons, which are held by 
doll figures as if engaging in the familiar rustic dance around the pole. 
The pole itself is twined around with ribbons ; and, indeed, ribbons should 
be made the special feature of the window. The spiral coils of ribbons 
which hang at the sides are only suggestive of a method of arrangement 
which may be highly elaborated.. As May is the month of flowers, these 




Ullllllllllllllltllllllllllllll 



^.iiiiiiiiimiimmmiiiimiiiiu 



should form a feature of the display. They may be artificial or natural, or 
both. A good idea would be to fill the window with May baskets, which 
you would advertise to give the children at a certain hour in the evening. 
This would awaken great interest in all the families in the town and serve 
to popularize your store. — Copyright, Mer. Pub. Co. 



A Checker-Board Ribbon Window. 

A very showy window can be arranged by the use of different colored 
ribbons by interlacing and lapping them in such a manner as to produce a 
perfect checker board. A little ingenuity exercised in the display of ribbons 
will enable one to obtain many beautiful designs for show windows. 



84 NEARLY THREE HUNDRED WAYS 

A Square Funnel-Shaped Window. 

In the window of a fancy goods store recently was noticed a very pretty 
design. A panel of the window was fitted, top, bottom and sides, with light 
boards, which converged from the full window front upon a small central 
board on the back of the window. If you can fancy a large funnel, such as 
is used for pouring liquids into vessels with small openings, only square 
instead of round, the large end fitting the window panel, you can readily 
understand how the frame for the design was constructed. This panel was 
covered with ribbons laid flat on the boards and so arranged by overlapping 
that from almost the full width at the front edge they tapered to a fine point 
to the place of convergence. The effect of these lines in color arrangement 
was at once unique and pleasing. 



A Ribbon Window. 



There is no line of goods carried in a dry goods stock that is more 
diversified in color, widths and general effects than are ribbons. A very 
striking window can be made by constructing of light boards a framework 
six feet square, or of any size which will best fill your window. Across 
this may be drawn ribbons of various widths and colors in such order as 
will make a solid wall of color, forming a handsome and attractive show- 
card. The loose ends may be pinned to the frame and the uncut ends so 
fixed as to stay in position and still not require cutting or separation from 
the roll. The preparation of this window will give tasteful young sales- 
women a good opportunity to display their skill. If desired, other contrast- 
ing colored ribbons may be interlaced at right angles, or a little ingenuity 
will be rewarded by the designing of a number of beautiful geometrical 
figures. — Am. Storekeeper. 



A Button Show, 



A very attractive window piece may be made by building a flat circular 
foundation of rough boards, making a disc about four or five feet in diameter. 
Cover this with black cambric. Around the outer edge drive a row of tacks 
far enough apart to allow each tack to come at the centre of the end of a 
card of buttons, the cards being placed side by side. Drive another circle 
of tacks at a distance within the outside row equal to one inch less than the 
length of a card of buttons. Drive other circles the same distance apart 
until the centre is reached. Between these tacks spring cards of buttons, 
the ends of the cards being slipped under the tack heads. These will form 
bulging circles of buttons, making a novel wheel. The use of bright metallic 
buttons will add very much to the appearance of the device, which is a suc- 
cessful one. The rosette or centre may be embellished as fancy dictates. — 
Am. Storekeeper. 



TO DRESS SHOW WINDOWS. 



85 



BOOTS AND SHOES 



How About Your Sole? 

This design pays especial attention to that essential part of a shoe, viz 
the sole. 



HOW ABOUT YOUR SOLE? 



uumuu 



0000 
0000 



THE SOLE THAT SUFFERS 

OUR 

$5?? 

SHOE 
AND IS STRONG 




0000 
0000 



8 (3 



The arrangement of shoes should be on the flat window floor in such a 
way as to show nothing but soles, or a false floor could be made with holes 
cut in same, in which the upper part of the shoes could be placed, and this 
floor placed in the window in a sloping position, being somewhat higher in 
the rear than in the front. The question on the card — which should 
be hung above and not laid flat as seen in illustration — gives a 
personal direction to the display, while the punning legend on the card in 
the centre emphasizes the fact that here is* good, sound leather. A card like 
this, with a taking motto, is often as effective in drawing attention as the 
window display itself. — Copyright, Mer. Pub. Co, 



86 NEARLY THREE HUNDRED WAYS 

A Shoe Hospital. 

A most remarkable and successful scheme for window display was 
recently utilized by a retailer in one of our large cities, and was in the nature 
of a window display, composed of a great variety of shoes, from the smallest 
infant's cack to a large stoga boot. These foot coverings had all seen service ; 
and, in fact, were past the presentable stage. 

The idea of the dealer was to show the errors into which the public falls 
in its selection of footwear. One pair of shoes that were very much run over 
on the outside of the heel were marked, "This man should have had a 
straight-laced shoe." Another pair, which had the counter bulged out on 
the inside, were marked, "The heel- seat of this shoe is too narrow on the 
inside." Another pair, the vamps of which were badly wrinkled on the inside 
of the waist, were marked, "This is a pair of Waukenphasts, worn by a man 
who could never wear anything but a shoe made on a French last." Another 
pair were marked, "This pair of shoes were too short, and caused enlarge- 
ment of the large joint of the ball of the foot by pressing the great toe 
back," etc. 

This window was surro^ded by a crowd of intelligent people all day, 
and day after day, and the amount of education which these persons received 
regarding what their feet should be encased in, and how they should be 
shoed was worth more than a volume of print. That retailer knew his 
business. His object in displaying these goods was shown by a large placard 
in the centre of the window, which said, "We know what shape of last your 
feet requires as soon as we see the foot, and we will not give you a crooked- 
last shoe when you need a straight one. Here is an idea for enterprising 
dealers. — Boot and Shoe Recorder. 



Don't Look Inside. 

At the present writing one of my windows is dressed as follows : In it 
is a cabinet frame about five feet in height and the exact length and width 
of the window. The four sides and top of the frame are covered with heavy 
black calico. Viewing the window from the walk your attention is imme- 
diately attracted to a round aperture about a foot in diameter in front of the 
cabinet, through which shines a bright light. Below this is a card upon 
which is printed in large letters, "Do not look inside." Stepping up to the 
window and casting your eye within you will observe the effigy of a man 
seated upon a rooker, a hat pulled over his face, with his feet, which are 
adorned with a pair of Waukenphast shoes, cocked upon a center table. 
A placard stands upon a table which reads, "Weber's solid comfort Wauken- 
phast, $4.00." A couple of shoes are upon his lap and the rear of the 
window is literally covered with Waukenphast shoes. The window is 
brightly illuminated during the day as well as in the evening, giving an 
excellent and brilliant appearance* There are continually two bright orbs 
peeping in the window, and often have I seen the same person stop time and 
time again for an additional peep. — A writer in Boots and Shoes. 



TO DRESS SHOW WINDOWS 



87 



A Simple, Yet Attractive, Display. 

The example here given is one that makes an attractive and seasonable 
window. An umbrella is suspended so as to hang fairly low down, and on the 
ends of the ribs are hung different styles of shoes. Grouped in a half circle 
on the window floor are shoes in 'pairs, with fans for a background, as shown. 
The best kind of umbrella for this purpose is a large flat Japanese sun shade. 
It is lighter and brighter than any other. If this is used let the fans be 
Japanese, also for the sake of uniformity. If, however, a common umbrella 
is used, as shown in the cut, place a border of fancy- stamped shelf paper 
around it by attaching to the ends of the ribs. If more decoration is desired 




a few ribbons may easily be festooned around the circle, giving a bright and 
airy appearance to the design. It may be necessary to strengthen the um- 
brella somewhat. If so, a little wire is all that is required for such purpose. 
— Copyright, Mer. Pub. Co. 



How A Chicago Man Drew Custom. 

A prominent shoe dealer in Chicago recently made a ten-strike by plac- 
ing four working shoemakers, with their benches and outfits, in his windows. 
Over them was suspended a large sign, reading as follows: -'Working on 
my celebrated $5.00 hand-sewed shoes." There is great curiosity among 
people to see a thing made, and the dealer took advantage of this and reaped 
a rich harvest. 



88 



NEARLY THREE HUNDRED WAYS 



A Striking Display. 

A striking yet most effective display can be made in the manner de- 
scribed below : A large piece of cloth is stretched across the window and let- 
tered as shown in the illustration. Just above the top of the sign portions of 
ladies' and gentlemen's hats appear, while below are seen neatly shod feet, show- 
ing a variety of nice foot wear. The hats are placed upon poles, which are 
fastened to a board that is hidden by the cloth sign. From this same board 
are hung pantaloons stuffed with paper and terminating in gentlemen's boots 
or shoes. Ladies' skirts are arranged in the same way. A dainty lady's 
shoe, with just an inch or so of stocking below a white skirt and stylish 
dress, will attract attention and offend nobody. In this illustration ladies' 




lUlllllllllllllllllllllilll 



iiiiiiiiiHiiuiHiimimtiiiiiin 



hose are placed in the shoes, and then the hose are filled with dry sand, 
wheat, flax or any similar substance that will fill and retain the shape. A 
window can be so deftly arranged in this way as to delude people into believ- 
ing that a party of ladies and- gentlemen are standing in the window. — 
Copyright, Mer. Pub. Co. 

A dealer who makes a specialty of novel window displays recently placed 
in his window, in the centre of a display of shoes of the same price, a card 
with this announcement: " Price $3.00, worth $4.00, and I save you this 

," a paper dollar filling up the blank space, and being neatly pasted 

to the card. 



TO DRESS SHOW WINDOWS. 89 

An Elaborate Holiday Display. 

My attention was recently attracted by the finest window display for a 
shoe store I had ever seen. . The bottom of the window looked like one mass 
of pure white snow, with just enough of diamond dust sprinkled on top to 
give the appearance of a shining, frozen surface. Two large Xmas trees 
were handsomely decorated with fancy toys, candy boxes of different colors 
and wax candles which were kept burning at night. There was a set of steps, 
covered all over with white wadding and sprinkled with diamond dust. Fancy 
slippers were arranged on these, steps in a way to show all the colors and the 
handsomest linings to the best advantage. The steps were in the middle of 
the window, with a tree on each side joining at the top, thus forming an 
arch. In the front, at one side, was a good- sized cow chained to the wood- 
work of the window, with a manger in front filled with hay ; the floor was 
littered with it, as though the cow had thrown it there in feeding. A string 
tied to one of the horns could be pulled from the rear of the window. This 
turned the cow's head and produced a bellowing that could be heard for 
some distance outside. The cow was so life-like that two ladies who came 
up to look at the window are said to have declared it a shame to have that 
poor cow chained in such close quarters. The illusion was completed by the 
fact that the cow gave milk, which was exhibited in the window. On the 
top of the steps was an immense shoe, painted to look like silver and filled 
with dolls of various sizes and kinds. Two of them, in particular, were 
dressed in red satin with swans' down at the neck and sleeves. One had a 
Tarn O'Shanter and a muff, and the other wore a lace cap. They were very 
fine bisque dolls. The Xmas trees were dotted all other with white cotton. 
Tinsel was twined in and out among- the branches and sprinkled thickly 
with diamond dust. The glistening branches were very effective. At the 
bottom of one of the trees were rubber goods of various kinds, red and white 
lined, with the tops turned down. Thick -lined rubbers, warm slippers, 
beaver goods and other wear suitable for winter weather were shown in 
abundance. Under the other tree was a large Santa Claus with a Xmas 
tree on his arm. There was a place in the hand for a candle, which was kept 
burning and lit up his face. The front of the store was hung with Chinese 
lanterns, which could be seen a mile away, making the store attractive out- 
side as well as inside. A nice box of candies was furnished for the little 
•nes, a larger box for the ladies and good cigars for the men. — A writer in 
Boots and Shoes. 



A Button Hook Bridge 



A very pretty and ingenious attraction can be made by constructing a 
suspension bridge made entirely of button hooks, from one side of the win- 
dow to the other. This can be accomplished by using cartoons contain- 
ing ladies shoe dressing for the piers. 



90 



NEARLY THREE HUNDRED WAYS 



Some Home-Made Fixtures. 

It frequently happens that beginners in business cannot afford to buy 
the handsome brass and nickel window fixtures, and therefore must be con- 
tent with something cheaper. The following description of home-made 
fixtures may prove acceptable. 

The first style of fixture I have to describe is made in this way : Procure 
two plain strips of wood, of say seven feet in length and three inches 
across, the thickness being sufficient to make them a firm support. On each 
of these fix a piece of board about a foot square, as seen in the drawing. A 
foot or more above these boards attach strips of convenient size and nearly 
as long as the window is wide. On the other side of the uprights fix a 
similar strip fifteen inches from the floor of the window. Thus a three-inch 
pitch is obtained, and the shoes are shown to good advantage. This fixture, 
by the way, best serves its purpose when placed at a distance of about three 
feet from the sash of the window. One foot above these rests place a similar 
pair, and the lower part of the fixture is complete. 




Home-Made Window Fixture— No 1. 



Three more racks, I will say, are now needed. These are made to the 
best advantage by extending arms on the back side of the uprights and 
attaching the strips to them after the manner shown in the cut. If the 
arms are one foot in length that will be sufficient to produce a pleasing 
effect. The fixture is now complete, except that it is to be painted or 
covered in any way that the taste of the dealer may dictate. It is more 
graceful if made to slant back rather than to be perpendicular. In the 
space beneath this fixture there is a fine chance to make a display of flowers 
or fancy slippers. For my part, I find the space well utilized to show various 
lines of children's shoes, which are too small to be seen to advantage on the 
racks. 



TO DRESS SHOW WINDOWS. 



91 



ANOTHER STYLE. 

There is another style of fixture which I have found to afford a taking 
variation. It may be called, for brevity's sake, the inclined platform. There 
seems to be no need to go into the details of description for this fixture, as 
the artist has represented it plainly. Of course this is made, however, of 
thin boards, and covered according to taste. Canton flannel of a green 
shade shows off the shoes to good advantage. The contrivance should be 




Home-Made Window Fixture— No. 2. 

placed at least a foot from the window to give a good effect. How the inter- 
mediate and surrounding space may be utilized will at once suggest itself 
to the mind of the reader. — E. W. W. in Boots and Shoes. 



A Button Hook Window. 

A writer in the Boot and Shoe Recorder thus describes his window : I 
insert two screw- eyes, one at each end of the window sash, in the front part 
of the same ; then two more, and insert them about half-way upon the back 
window. From this I make a chain of button-hooks from one screw-eye to 
the other, at each end of the window ; then I have some small rods of iron 
which I put over the loops of the button-hooks, having the rods about ten 
inches apart, and with the use of bull dog hooks I can hang shoes and slip- 
pers in my window in a very tasteful manner. 



An Effective Winter Display. 

Dealers whose windows are fitted with brass display frames can make a 
very effective winter display by wrapping the entire frame, or a light wooden 
frame similarly constructed, with sheets of snow white cotton. The side 
walls and the bottom of the case also should be covered with cotton. 
Sprinkle diamond dust over it and lower the curtain even with the top of 
the frame, after which hang shoes upon it and about the case as usual. If 
it is a large window a small toboggan slide can be constructed and upon it 
can be placed a small dummy dressed in a bright toboggan suit with a 
toboggan at his feet. With a bright illumination in the evening the above 
cannot fail to attract attention, even from the opposite side of the street 



92 



NEARLY THREE HUNDRED WAYS 
A Barrel Display. 



The design here given is something which everybody will stop to look 
at. As will be seen from the cut the principal thing required to carry out 
the idea is an empty barrel. 

Having carefully cleaned it, paint the top part (about one-third) red, the 
middle white and the bottom blue. At the intersections of the different 
colors paint the hoops black — or. if you have the material at your command, 
use gilt paint — on the middle or white part paint the words, "A barrel full 




of bargains, Come in," in black letters. If you do not think it worth while 
to go to the trouble of painting the barrel in the elaborate manner which it 
deserves, try to cover it with paper. 

Next put in the barrel a false bottom of just sufficient depth not to be 
noticed by anybody standing outside the window and fill it up with a miscel- 
laneous assortment of boots, shoes and slippers in a variety of sizes and 
quality. Around the barrel on the bottom ©f the window make another 
display ; but it would be advisable not to be too precise or correct about 
placing it in a very orderly manner, otherwise the character of the show 
would be destroyed. The idea is that you are clearing out to make room for 
new stock, and for that reason you wish to show a lot of bargains collected 



TO DRE88 SHOW WINDOWS. 93 

from all parts of the store piled up in your barrel and on the windom bottom 
in an almost careless manner, making altogether quite a heterogeneous dis- 
play. Having got this far, fix up the sides of the window by placing boots 
and shoes of various kinds upon the brackets and suspend cards from 
beneath them upon which you can write with a shading pen the prices to 
which they have been reduced. 

This being completed, you need a large sign to hang across the middle 
of the window in the background. We would suggest for this a large piece 
of cardboard with black letters painted on it. Better still, if you have a 
supply of Willson's gummed letters, use them by making either a sign with 
a white ground and black letters or a black sign and white letters. 

This kind of display, if carried out properly, will prove an immense 
attraction ; the expense is practically nothing, and the boot and shoe dealer 
who expends a little time doing such work will find that the results will pay 
well for his trouble. Merchants in other lines of trade will notice that this 
idea can be carried out successfully with any line of goods. — Copyright, 
Mer. Pub. Co. 



Some Pertinent Suggestions. 

The most important of all window purposes is to keep up a constant 
change in lines of shoes shown and the arrangement of them. A live store 
should change its window at least once a week and twice would be far 
better. Make a window of two-dollar fine shoes with prices ticketed. 
Among them place some finer and more fancy grades, but do not ticket these 
grades. In a few days the newness of this window has passed away. It has 
done its work. Then show a children's window and ticket a lot of one- 
dollar goods if you can make a good showing at that price, with a full dis- 
play of better and prettier ones not ticketed. This window will teach 
mothers that a nice child's shoe can be had at your store for one dollar, and 
as many pretty ones as money will buy. A few days and this window has 
also done its work. Then try a three-dollar shoe window. This price is 
becoming a very popular one and is destined to be more so. 

Try and show a full line of this price shoe. It is going to be the 
winner of the future. Then try a boys' window and show a full ticketed 
line at one dollar and twenty-five cents, with other more expensive lines 
intermixed. In the tennis season have a tennis window, baseball window, 
and also a cricket window if these sports prevail in your locality. In the 
fall have a rubber window, and at Christmas show goods seasonable and 
suitable for Christmas gifts. At this season buy at least a, thousand of 
really handsome cards and chromos. Let them be really pretty and not at 
all cheap. Put them nearly all in your window and present one of them 
with every sale during the holidays. You will find this an attractive and 
paying card. Do not put the pictures in all of a heap, but make an artistic 
arrangement of them, and beat every chromo seller in town on Christmas 
chromo show. Teach people that a shoeman can dress up a window as 
prettily as a dry goods man or any other man. — Clias. Dickens, Rochester, N. Y. 



&4 



NEARLY THREE HUNDRED WAYS 



A Fence Display. 

An excellent idea is to construct an imitation of a fence in the window 
in the following manner. 

The number of posts used and the distance which they are placed apart 
can only be governed by the size of the window which is to be dressed. The 
posts should be 2x4 scantling, covered with white or colored muslin so as to 
heighten the effect. Then stretch wires from post to post and suspend your 
boots and shoes from them, commencing with the heavy winter boots on the 




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bottom and finishing with ladies' and children's shoes on the top row. This 
show can be supplemented with a display on the bottom of the window and 
on the sides, if necessary. In order to hide the rough tops of the posts cut 
out some large pieces of cardboard and draw a rough represention of an eagle 
thereon ; also the words, "Dollars Saved," and letter the posts in the manner 
shown in the sketch. These are the main features of this display; the rest 
is left to the ingenuity and taste of the window dresser. A very novel addi- 
tion might be made by attaching artistic price cards, made by printing 
the prices on a picture card or by using attractive price cards.* 

*For prices and description of these cards see back of book. 



TO DRESS SHOW WINDOWS. 95 

For a show-card we would suggest, "Take them off the fence at the prices 
marked," or "This barrier is erected to keep out prison goods." Any store- 
keeper who undertakes to produce this representation will find it a very 
simple matter, and it will make a very pleasing attraction. It is the novelty 
of the thing which pleases, and any change from the obsolete ways of 
dressing windows should be readily adopted by the one who wants to win in 
the fight of drawing trade. — Copyright, Mer. Pub. Go. 



A Successful Display. 

Harry M. Silver, in Boots mid Shoes, thus describes how he successfully 
dressed his store window : "I placed a handsome piece of plush over the plat- 
form. This done I put in 500 sky-blue boxes 11 by 6 inches, with bright 
pink labels bearing the proprietor's name (Borgenski's) in large black 
letters. They were placed in four columns in a semi- circle, occupying a 
space of about 17 by 28 inches, leaving an oblong space in which were placed 
pots of artificial flowers and two pairs of shoes, one on each side of each 
flower pot. Around the top of the boxes were ranged about twenty-five 
pairs of ladies, shoes, each neatly marked $2. In the center was a handsome 
sign, also pink with black letters, bearing the legend : 



BORGENSKI'S 
Special 

$2 
Shoe. 



Prom the top hung hand grips (light colors) arranged from the smallest 
to largest and a few rubber and leather boots. The boxes being placed in a 
semi- circle afforded me a good deal of space in front. Here I placed three 
rows of shoes of various descriptions. The window was a complete suc- 
cess, and attracted considerable attention. There was always an audience 
in front, and from the time of dressing the window as described up to this 
writing we have sold 329 pairs of that one shoe." 



A Chain Triangle. 

A State street shoe merchant has taken a brass sash chain, fastened it to 
a strong screw-eye in the centre of the inside of the bottom of his window 
sash. The free ends are carried up to a point on each side of the sash, about 
half-way from the bottom to the top. A piece is then carried across the 
window from one* screw-eye to the other. This makes a triangle of sash 
chain. To this, by bended pins passed through the counters of shoes, he 
has hooked an assortment of his stock. As they lie close to the glass they 
show off quite well. — Am. Storekeeper. 



96 



NEARLY THREE HUNDRED WAYS 
The Seven Agres of Man. 



If properly carried out this design will make a very pleasing and effec- 
tive display. There is no one who supplies the wants of man through the 
seven ages more strictly than does the boot and shoe man. He sells the tiny 
shoe of early infancy, and the comfortable slipper of second childhood. 
This being the case, what better idea could he have for a window dressing 
than the one shown in the sketch below. 



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In carrying it out, first make a pyramid of shoe boxes, and on the 
ledges place shoes, putting those for the ladies on one side and men on the 
other. Across the window, above the apex of the pyramid suspend a large 
cardboard sign reading, "The Best For the Least," and from it stretch 
pieces of string (fine wire would be better as it is almost invisible), in the 
manner shown in the cut and fastened to the floor of the window. To these 
strings attach show cards like those illustrated, and word them in the same 
manner. 

With a little care a display can be produced that will not fail to 
command favorable attention. We would also suggest adding another card 
reading "We supply the wants of seven ages." — Copyright, Mer. Pub. Go. 



TO DRESS SHOW WINDOWS 



97 



A Horse-Shoe or Arch Window. 

The following idea makes an nexpensive, yet very attractive, window. 
Shoe boxes are piled, as shown, in layers, according to the width of your 
window. Between every two tiers of boxes a thin board is placed that pro- 
jects to a considerable distance on each side and which furnishes shelves for 
the exhibition of the different styles of footwear. Between this arrange- 
ment of boxes and^shelves and the window a large sheet of white cloth is 
stretched, being tacked securely to the sides and top of the window and also 
to the board shelves. The centre is then cut away, leaving the arrangement 
of boxes and shoes visible, as shown in the illustration. Letter the cloth 



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with large letters as in the picture and draw lines in the upper corners, 
rounding them off, so as to give the appearance of an arch ; or, better still, 
let the opening be in the shape of a large horse-shoe instead of an arch. — 
Copyright, Mer. Pub. Co. 



A Good Device. 

The following device for attracting attention has been tried and found 
very effective. Place in the window a tank of water surrounded by the 
regular display of boots and shoes, artistically arranged. In the tank place 
a well-oiled pair of boots or a pair of rubber boots, weighted down, with a 
card bearing the inscription "Waterproof." 



98 



NEARLY THREE HUNDRED WAY& 
A Plush Window. 



"I have tried arranging the goods in my windows on plush of various 
colors. The shoes shown were of the highest cost, and most elegantly 
trimmed and finished. They were artistically arranged and the exhibit was 
first-class. This window caught the eye of the ladies." — Boots and Shoes. 



A Novel Window. 

A very catchy design for a boot and shoe window is here illustrated. 




A half circle of various neat styles of footwear is arranged around two 
or three old worn out boots and shoes, and on the window bottom inside the 
half circle or on a background at the rear of the window the words "Com- 
parison is odious" should be formed in neat letters of shoe button ers. — 
Copyright, Mer. Pub. Co. 

The Only Man. 

"One week I fitted up a dummy, but in place of his legs I put two sticks 
representing artificial legs, and placed him in my show window, surrounded 
by an attractive display of shoes. Hung on his breast was a placard with 
the following inscription : "The only man in town we cannot fit and who 
does not buy his shoes of us." It proved to be a taking card." 



TO DRESS SHOW WINDOWS. 99 

A Unique Window. 

A merchant in Carrollton, Mo., sends an interesting letter in regard to 
his plan of window dressing. He writes as follows: "Last week I had ore 
of the most attractive show windows ever seen in this place. The back of 
the window was hung with white lace curtains (muslin will do), back of 
which I had stretched thin wire about 12 inches apart so that it was not 
visible from the outside. By means of bent pins I arranged or hung my 
my shoes (ladies) on said wires; in all I had from 60 to 70 single shoes on 
the wires, besides those shoes nicely arranged in the bottom of the window. 
On each and every one of the shoes I had a card, on which I had written 
with a shading pen the names of people living in this town, thus: 



Scott. 



(Piatt. 



Of course everybody stopped to see if his or her name had been used, 
and if it was there they afterwards brought their friends to see it, so every- 
body in town came to take a look at my window. Next week I intend to 
dress my window with gents' hats, naming them after the different States 
and Territories of the United States, but I shall omit one State and place a 
card m the bottom of the window with this inscription on it: 'See if you 
can find out what State is omitted.'"-— A m. Advertiser. 



An Attractive Window. 

A correspondent of the Boot and Shoe Trades Journal tells how he 
dresses his windows in an attractive manner. He gets some smooth boards, 
usually boards from the dry goods houses that come in the centre of bolts 
of goods, and some little boxes from the grocer. He provided himself with 
a few yards of colored material, crimson, blue, or any color that takes his 
fancy; then some bricks to weight the boxes when put in their places. The 
boxes are entirely covered with the colored goods, cutting the latter into 
shape, so as to neatly cover the whole of the box. I make up a nice arrange- 
ment with these boxes and boards, which are covered in the same manner. 
For instance, having got the ends of the window dressed, I form a tier of 
shelves in the centre, filling up the window from the front as I go on. 
Along by the glass I put some little shoes, fancy slippers and nick-nacks, 
like kid reviver, polish, button hooks or shoe horns. I lay two of my largest 
boxes at equal distances from the ends of the window, and in front, so as to 
cover the greater part of the box, I lay suitable boots. I then place one of 
the covered boards right in the centre, the ends resting on the boxes. In 
front of this lower shelf I place a row of shoes or children's boots, and on 
the shelf I carry a row of gentlemen's boots, placing the heels about half 
way across the shelf, so that the foreparts rest on the shoes below. Next I 
extend my foundation backwards, and some few inches from the front edge 
of the first boxes I place a second pair somewhat smaller in size. A shelf 
is carried across in a similar manner to the lower one, and I repeat this as 
long as I can make room for them. 



100 



NEARLY THREE HUNDRED WAYS 



Some Excellent Suggestions. 

A few shoes resting on a bed of roses made of paper look very pretty. 
Live flower pots and hanging baskets in the spring, and artificial flowers, 
wreaths and buds on top of shoes are excellent attractions. 



A Pretty Design. 



The following arrangement makes a very pretty design for a show 
window. 




The boxes are arranged as shown, with pieces of boards for shelves * 
inserted as appears in the illustration. These boards not only serve a pur- 
pose in supplying a place to show goods, but support and bind together the 
whole design. In arranging the lower layers of boxes some little support 
will be necessary until the board can be placed, when all will be held securely. 
— Copyright , Am. Advertiser. 

A Good Attraction. 

A good attraction is to place in your window a pair of very fine, high- 
cut ladies' shoes, with twenty-three bright brass buttons on each shoe. This 
pair, put in the centre of the case and ticketed " The Queen," or " The 
Latest," has a fine effect and commands the attention of all. 



TO DRESS SHOW WINDOWS. 



101 



A Novel Display. 

The design here illustrated while yery simple is yet a very attractive one. 
A large pair of hose, the largest procurable, is to be stuffed and hung 
in the window, as in the cut. Just above the knee a curtain falls, which 
may be lace-edged or not, according to taste. Between the feet of these hose 
place a small pair of ladies' shoes with a card inscribed : "We fit anything 
but these." There is a great deal of room in this design for the exercise of 
taste. It may be made attractive and laughable without being in the least 




bit coarse. The idea is a very simple one, but it is the simple ideas over and 
over again that create a sensation. — Copyright, Mer. Pub. Co. 



A Seasonable Window. 

During the winter season a very attractive window can be made by using 
a black bear skin on which to place goods. Make a good display of lamb's 
wool soles and fill up with warm-lined slippers, bals. and buttoned shoe<, 
always turning down the tops to display the warm red linings. Once a 
month I have a window devoted entirely to the little folks, using only 
infants' and children's shoes in connection with a display of picture cards.— 
A writer in Boots and Shoes. 



102 



NEARLY THREE HUNDRED WAYS 



A Simple Yet Effective Display. 

The design given below needs but little description, as any clever clerk 
can carry it out without difficulty. 

Arrange boxes of shoes, as shown, in the form of pillars, with a sample 
shoe standing in each box. Make an arch over the top and connecting the 
two, upon which place the inscription: "Bargains." To strengthen the 
piilars it may be well to place a strip of wood back of each one, to which the 
bottom of the boxes could be tacked or fastened in some way. This idea 
could be further carried out by putting a light gate or door between the 




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pillars, with some suitable inscription, such as "Walk in and inspect our 
stock." — Copyright, Met. Pub. Co. 



"At Christmas time I had a snow covered woodland scene. Common 
wood bark represented trees and stumps. Twisted glass was used with 
water trickling down from rocks into a lake filled with gold fish. Painted 
pasteboard on top represented the sky, and a painted curtain a continuous 
and distant background. A hole cut ia the back curtain with a piece of 
vellow paper represented the moon. A light behind the curtain and a small 
gas jet in the window produced a very pleasing effect at night and was 
much commented upon." — 8. G. in Boots and Shoes. 



TO DRESS SHOW WINDOWS. 



103 



A Pretty Picture. 

fi The prettiest picture I have ever seen in a shoe-store window represented 
a naked child sitting beside a basin of water, in which it was floating its 
mother's slipper; this picture attracted much attention for a long time. It 
was also the cause of getting many to enter and purchase, thereby proving a 
profitable attraction." — A. Woodman in Boots a?id Shoes. 



A Good Suggestion . 

Enterprising dealers can make quite an attractive window by following 



the instructions given below. 




Take a heavy white cardboard, 22x28, and cut out holes in it to admit 
of passing through a pair of shoes as shown in the cut so that only the soles 
are visible. Then describe a circle around them having the line painted 
black, about a quarter of an inch wide. This is merely for an ornament, 
and several lines may be drawn to heighten the effect. Then' by the aid of 
Willson's gummed black letters, or with black paint and a brush make the 
lettering within the circle and in like manner the lettering in the corners* 
Everything ready, the card should be suspended in the centre of the window. 
In other parts of the window an ordinary display can be made. The whole 
will make a display that cannot fail to attract attention. — Copyright, Am. 
A dvertiser. 



104 NEARLY THREE HUNDRED WAYS 

Flowers in Windows. 

No shoe window can attract as well as one turned into a garden of 
flowers. In many cities I would advise a flower window once a month. A 
pyramid of a line of shoes that you desire to advertise, surrounded by plants 
or fresh cut flowers tastefully arranged, is a sure send off for that line of 
shoes. Or a pyramid of plants and flowers surrounded by a line of shoes 
that you want to push is a certain victory over the perversity of the public 

There are cities and towns where natural plants and flowers cannot be 
obtained— then go for the artificial. There are many ways of getting arti- 
ficial flowers. Large millinery establishments clear out their samples twice 
or more each year. Buy a lot of these flowers, and after exhibiting them as 
window decorators, advertise them to be given away with all sales upon a 
certain Saturday and see if you do not get a genuine rush. Then do not 
forget to avail yourself of all the improvements in brass, silver or gilt orna- 
ments continually being brought before the shoe industry for window pur- 
poses. These will aid you, and they are becoming indispensable. — Chas. 
Dickens in Boots and Shoes. 



Cheap, But Effective. 

The following is a simple and non-expensive exhibit appropriate for 
stores in either small or large cities. Cover the bottom of the window with 
a layer of nice clean sod and a couple of small flower beds, and place a life- 
size cardboard baby (such as given out as an advertisement for the Ivory 
soap, and which can be obtained from any grocery) in the centre of the 
case. Near one hand of the baby place a milk bottle, partially filled with 
milk, with tubing and nipple attached. This nearly every shoeman has, 
perhaps, on hand; if not, it costs but a trifle, and afcer serving its purpose 
as a window attraction, can be laid on the shelf for prospects of more 
appropriate use some time in the future. Throw your various styles of 
infant shoes and slippers promiscuously about the chubby little fellow who 
is now represented as partaking of its sustenance upon the lawn. The 
background can be filled with goods as desired. 



A Wigwam Display. 

Last season, to make an appropriate wigwam display, I filled the bottom 
of the window with sod and at the sides placed moss-covered rocks. In one 
corner I erected a small wigwam with three poles and a blanket. At the 
entrance of the wigwam was a block of wood, across the top of which I laid 
a short cordwood stick with an Indian mask and a crown of feathers attached 
to one end. This gives it the appearance of a red man dozing within his 
wigwam, his head only exposed through the entrance. Scattered here and 
there around the outside of the wigwam was a bow with a few arrows, a 
tomahawk, a few trinkets and next to his head a whiskey bottle nearly 
drained, i hung from three sticks an old kettle filled with wigwams, and 



TO DRESS SHOW WINDOWS. 



105 



beneath the kettle, in place of fire wood, I also placed wigwams. The 
remainder of the case was devoted entirely to wigwam slippers. The case 
being large, it gave a splendid effect, and it is unnecessary to say made a 
great "hit." [For the construction of a wigwam see similar idea under 
"Dry Goods/'] — Boots and Shoes. 



A Neat and Pleasiner Effect. 

In the design here given a very neat and pleasing effect can be obtained 
without either difficulty or expense. 




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The shelves are neatly lined with colored tissue paper, and the shoes 
arranged as shown in the illustration. Behind each pair of shoes is a card 
bearing the price, and designed to relieve the usual sombre effect of a shoe- 
window. These cards are bent forward at the sides and held in place by a 
thread attached to each lower corner, so as to make a sort of niche for each 
pair of shoes. Care should be exercised in the choice of colors both for 
shelf paper and cards. Each card may be of a different color, but the best 
way would be to have one color for each shelf, such as red, white and blue, 
in the order named. — Copyright, Mer. Pub. Co. 



106 NEARLY THREE HUND.RED WATS 

A Handsome Display. 

The design given below will enable you to make a handsome display 
window and at a slight expense. 

Arrange boxes in layers on bottom as in illustration, leaving covers off 
the top boxes, showing shoes inside. To post, at sides of windows, put nails 
or hooks, tieing shoes to same with fancy colored ribbons. Support heels 
with small nails and let top of shoe hang out from post as shown. In centre 
have hanging glass shelves filled with footwear. Very fine shelves are made 
with plate glass and brass chains, but inexpensive home-made shelves can be 
gotten up very cheaply as follows : Have glass cut to size you desire your 




shelves to be, using common window glass, the thicker the better ; then take 
red curtain cord, cut four pieces to length desired, tie in common brass cur- 
tain rings wherever shelves are to come and tie curtain cord from ring to 
ring for shelves to rest upon. This will give you a pretty and inexpensive 
fixture upon which to show goods at all times. — Copyright, Mer. Pub. Go. 



A Window That Took the Cake. 

"The window that took the cake, so to speak, was one made up en- 
tirely of "cast-offs," or old boots and shoes collected and used instead of 
being burned up. Those were carefully labelled and elegant cards placed 
on each bearing the name of well-known social leaders or celebrities of 



TO DRESS SHOW WINDOWS. 



107 



national fame. Some of the labels were as follows : "Worn by Gen. Sherman at 
the battle of Shiloh;" "Shoes worn by Blinky Morgan when hung;" 
"Grover Cleveland's Best;" a pair of well-worn hobnailed shoes was marked 
"Went through the strike of '84 ;" another pair was marked as "Bought of 
S. & S. a year ago for $1.50." Such a display mav be labelled as fancy dic- 
tates, and I will guarantee it to draw a full sidewalk in front of the window 
in every case. It is a novelty in the way of window dressing and will bring 
trade." — A writer in Boots and Shoes. 



A Hanging Scene. 

The design here given, although in its arrangement intended for boot 




and shoe dealers, it can be used equally well for any line of business. The 
cut shows the idea so fully that extended explanation is unnecessary. 

Take an old suit of clothes and stuff them to represent a man. Fasten 
a common mask, such as can be obtained at any toy store, to the head, 
spread some hemp or fluffy material to represent the hair, and the principal 
part of the display is complete. Suspend the dummy by means of a rope 
from a hook in the ceiling and put a card on his back, reading as shown in 
the illustration. Then make a show of boots and shoes as shown and you 
may rest assured that every man, woman and child in town will hear about 
your window and come and see it. — CopyrigJit, Am. Advertiser. 



108 



NEARLY THREE HUNDRED WAYS 



A Wigwam Display for Warm Weather. 

A merchant of Winona, Minn., sends the following interesting descrip- 
tion of the manner in which he recently dressed a boot and shoe window. 
He says: "In most large cities boot and shoe dealers are having a great run 
on wigwam slippers during this hot weather. We got up a little wigwam 
made out of a piece of unbleached factory stitched over a frame of hoops, 
made to look very much like our western Indian's wigwam, placed it in our 
large show window, had the flaps thrown back so people from the outside 
could look into the wigwam, where we had a variety of the slippers placed 
with prices marked on each pair. It took well and we sold more of the 
slippers the first week than we had sold the whole season before. The cost 
is nothing and is worth the trying." — Am. Advertiser. 




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A Fan Window. 

The design given above is so very simple that extended description is 
unnecessary. 

A line of shoes is arranged on shelves about the centre of the window, 
and inserted in each shoe is a bright tissue paper folded fan shape. The 
paper should be of various colors and arranged with a view to harmony.— 
Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 
An Inexpensive Display. 



10$ 



The inexpensive and simple design here given can be effectively carried 
out, if the suggestions given are followed. 

Take a quantity of short brass rods, or if these cannot be procured, 
round wooden strips will do painted or covered with colored cloth, and sus- 
pend them by means of the smallest picture wires at equal distances from 
each other in the angular shape shown in the drawing, attach the boots and 
shoes to these rods, commencing at bottom with the heaviest of men's shoes 




and grade them to the top row, on which should be placed the children's 
shoes and ladies' slippers. On the bottom of the window make another 
display, and complete the effect by placing handsome price cards on each 
shoe. Such suggestions as these are made for shoe-window dressing on the 
supposition that every store is not supplied with the elegant and neat brass 
fixtures which are now being made for that purpose in a variety of designs. 
It is possible for a boot and shoe window to be made as attractive as that of 
any store, and the dealer who studies to please the public in this matter is 
sure to reap good results for the trouble he has taken. — Copyright, Mer. 
Pub. Co. 



110 



NEARLY THREE HUNDRED WAYS 
Breaking: Into a Country Bank. 



The design given below shows a catastrophe which cannot fail to attract 
attention as well as show goods. 

A row of boxes or a plank made for the purpose should be put across 
the window front close to the glass and the space between this and the "win- 
dow filled with cotton batting to imitate snow. Boxes should then be 
irregularly arranged in the window and between them should be jammed a 







number of stockings that have been first stuffed so as to be quite stiff, and 
fitted with shoes. 

When this is done the entire surface should be covered with 
cotton batting from which should project one end of a sled. If there 
is space a hillside may be shown in the background made of sloping boards 
covered in imitation of snow. A background of blue cambric with stars 
cut out of it, and the holes covered with gilt paper from behind will add 
greatly to the scene. The moon can be made of cardboard and suspended from 
above. A card inscribed "Breaking Into a Country Bank" can be displayed, 
and will lend a touch of humor to the scene. — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



Ill 



On Top of the Heap. 

The arrangement here given offers a simple and telling design for pre- 
senting the superior claims, of a given shoe. 

The shoes in the heap are to be piled carelessly, and yet artist'cally, so 
that the person who looks at them will see their merits. The heap should 
include all kinds of foot wear, and the sole or upper should be most promi- 
nent, as the purpose is to call attention to this or that part of the shoe. 




The stand in the centre, upon which the "special" pair of shoes rests, 
should be sufficiently high to make that particular pair more prominent 
than those in the heap, and yet should be low enough to let the soles of the 
shoes appear as if resting on top of the pile. Display in a prominent place 
a placard with the announcement that "Our $3.00 Shoe is on Top of the 
Heap," or such other wording as may be preferred. 

The size of the heap can be varied at pleasure ; or, if preferred, two or 
three small heaps might be placed in different parts of the window. Of 
course, the usual display of other goods will be made on brackets, etc., as 
much in harmony with the main idea as possible. — Copyright, Am. Advert ist r. 



112 



NEARLY THREE HUNDRED WAYS 



S'cat! S'cat! 

It would hardly be supposed that the much-abused and down-trodden 
cat could be utilized for window display, but in the illustration here given 
it will be seen that even a cat may be made to do good service in catching 
the public eye, although as a rule it catches the public ear more frequently 
than the eye. 

The basis of the window is a house-roof which may be made out of box 
covers with straw board to imitate shingles. On the roof is a cat surrounded 
by old boots and shoes, which are the bouquets usually bestowed upon the 
feline prima donna. The remainder of the display shows well made and 




tasty shoes, and gives point to the card at the bottom, viz: "Throw away 
those old shoes and buy a pair of our winter wear registers." Although the 
special feature of the window is a cat, yet it is not necessary that this animal 
should be alive; in fact, it would be difficult to induce the "critter" to take 
an active part in the display if it was. With a little care, however, a very 
respectable cat can be made out of heavy cardboard.— Copyright, Mer. Pub. Co. 



An Attractive Window. 

A most attractively arranged window I noticed had in its centre a large 
and neatly painted tub containing a fine flowering shrub in bloom. The 
earth in the tub was concealed by a stand on which various styles of ladies' 



TO DRESS SHOW WINDOWS. 



113 



fancy boots and shoes were displayed ; suspended from the branches were 
several varieties of children's fancy colored boots, shoes and slippers, which 
looked somewhat like fruit on a tree. This, with the boots neatly arranged 
throughout the window, had a most fascinating effect and gave an idea of 
"Boots in Eden." — A. Woodman in Boots and Shoes. 



A Novelty For Wet Weather. 

A novelty for window display in wet weather will be found in the fol- 
lowing design. 






KW YoURjltTD^y 



llt!iiilHIIII!IIUt11f!lfl!lMii 




LLLLliLUiL^lllllllllllllllISHUBlllIIIIIIIIIti 



Get a shallow box, say about four inches deep and large enough to cover 
the bottom of your window. Fill the box with mud and level it off fairly 
smooth. Then put some rubbers on a number of ladies', gentlemen's and 
children's shoes and stand them in the mud, pressing them down about half 
the depth of the rubber. Make a few foot- tracks in the mud besides and 
cut a card just the size of the side of the box next to the window ; this 
should be lettered "Keep Your Feet Dry" and attach it to the box as shown 
in the illustration. Strips of grass sod can be arranged at the sides to hide 
the box and heighten its effect. This will be found a splendid way of 
forcing the sale of rubber shoes. Back of the box and as a finish for the 
rear of the window make a pyramid of shoe boxes, placing in the open spaces 
samples of shoes and slippers. — Copyright, Am. Advertiser. 



114 



NEARLY THREE HUNDRED WAYS 



A Cobbler Window, 

An excellent idea for a shoe store that does repair work is to 
shoemaker at worli at his bench, and over him the following sign : 

j While a man lives he may mend; when ■ 

: he dies his chance is gone. This is why j 

: we want to mend all the shoes we can, and : 

: put on new soles and heels at $1 per pair, j 



lace a 



A Great Curiosity. 

To carry out the novel idea suggested by the illustration is so simple 
that a mere reference to it is all that is necessary. 




The requirements for the window are a white background, made by a 
sheet or white paper. In the center of this ground display a solitary pair of 
shoes, with inscription like the one furnished. The point is to make the 
last three lines so small that they can be read only when close up to the 
window and the other part of the announcement so large that it will easily 
catch the eye of the passer, who will surely pause to see such a curiosity as 
"the only pair of shoes in town." — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



115 



Simple, Yet Attractive. 

The following, though simple to execute, possesses many attractive 
features. In this business there are many grades of goods at many different 
prices. The boot and shoe man supplies the wants of seven ages, and hence 
is able to dress his window so as to call for the attention of everybody. 

To carry out the design here presented a common clothes-horse is nec- 
essary. Place it in the position shown in the cut, and arrange rows of shoes 
on each tier in graded values, having the most expensive ladies' and gent's 
fine shoes on the top row, the inferior qualities in the order shown on the 




lower rows. The prices named need not, of course, be adhered to. The 
prices must be made in accordance with the class of trade the man using 
the design is catering to. It will be noticed that an opportunity is here 
given to make a good and telling display of show cards. If there is not a 
man in your town who makes such cards for a small charge, buy a shading 
pen and make them yourself. [See back of book.] It is quite easy to do it. 
The suggestions given for the wording are very apt, and will doubtless be 
found suitable by all. To increase the effect colored calico could be wound 
round the bars in May-pole fashion, and a piece of bright, colored carpet be 
placed on the bottom of the window. Properly carried out, this will make 
a very attractive and telling display. It costs nothing worth mentioning. 
and is sure to draw trade. — Copyright, Am. Advertiser. 



116 



NEARLY THREE HUNDRED WAYS 



A Unique Window. 

The following idea, taken from Boots and Shoes, if properly carried out, 
makes a very unique and attractive window. All that is required is a num- 
ber of shoes in cartons, the latter being of a uniform size, or the effect will 
be destroyed. Start a row across the floor of the window, placing the 
uncovered cartons with a shoe in each box, directly against the glass, far 
enough apart to be nicely joined by a carton set above the open space. 
Continue building up rows as high as you wish. Cords passed along the 
rear of each row and fastened to screw eyes set in the window frame will 




hold the boxes tightly to the window glass. If the glass is clean the shoes 
can be examined from the outside very nicely. The diagram above will 
show the arrangement very clearly. 



A Hunter's Equipment. 

"One fall, when the shooting season opened, I had displayed in my win- 
dow a miniature field of stubble, bushes, dry grasses, and a number of 
quails. A full equipment for a hunter — shells, powder flasks, rubber and 
grain boots — and everything pertaining to an outfit were displayed with good 
effect." 



TO DRESS SHOW WINDOWS 



117 



A Simple Suggestion. 

The suggestion here given is one that might be used with equal effect 
for jewelers, grocers, etc. 

The idea is to cover the base of the window with a white covering of 
some kind, and underneath of which place boxes of unequal heights, placing 
upon ridges thus formed samples of your prettiest line of shoes, ladies' pre- 




ferred. In the hollows formed by the raised boxes spread white cotton wad- 
ding plentifully, which will materially add to the effect. — Mer. Pub. Co. 



Perpetual Motion. 

A writer in Boots and Shoes thus describes a funny display that he 
arranged, and which could be used to advantage in other lines of business : 
"I had a long spiral spring made which I fastened to the ceiling of the win- 
dow. To the end of the spring I tied a colored cotton cord, to which 1 
attached a mammoth Arctic overshoe. In the Arctic I sat a little old woman, 
the face of which was made of putty. A small snnbonnet improved her 
looks wonderfully, while a little powder brought life to her face. Around 
her and the shoe I pinned a dozen or so china dolls adorned with various 



118 NEARLY THREE HUNDRED WAYS 

colored dresses. There was a small wire, which ran from the inside of the 
store to the ceiling and down through the spring and attached to the cord. 
A slight pull of the wire would start the shoe bobbing up and down and 
continue so for some time. A card was in the window marked "Perpetual 
motion at last." The spring being entirely covered, by starting the shoe in 
motion at some distance from the window, it required not a little examina- 
tion on the part of some before the hidden power could be discovered. 



A New York Idea. 

A novel invention for drawing feminine eyes to the store of a prominent 
Broadway shoe dealer is a particularly nearfc and pretty girl standing on a 
step-ladder in the window. She is kept there arranging and rearranging 
the exhibits during the daily periods of crowds of shopping ladies, who do 
not fail to see that her unusually small and shapely feet are shod in the 
newest and nicest of shoes. The very latest novelties in gaiters and slippers 
are displayed by means of her, and in an artful manner that has the appear- 
ance of artlessness. 



TO DRESS SHOW WINDOWS. 119 



GROCERIES 



The Art of Window Dressing. 

Grocers, as a rule, have given but little attention to window display, but 
in recent years the matter has been more prominently brought to notice in 
some of the leading trade journa s of the country, and consequently there 
has been an awakening to the importance of the subject. 

The following paper, on the "Art of Window" Dressing," delivered 
by Mr. W. H. Tumbleston, of Philadelphia, at the Convention of Retail 
Grocers in Wilkesbarre, Pa., April 25th, 1888, will repay a careful perusal, 
and is published here somewhat in the nature of an introductory article : 

"Sir Walter Scott tells us when a man has not a good reason for doing 
a thing he has one good reason for letting it alone. It may be this accounts 
for the tardiness which characterizes our trade in falling in line with other 
mercantile pursuits in window dressing. In our official organ, in its 
columns on 'Grains of Gold,' we find this saying: 'Kvery business that is 
worthy the name has two departments — its science, to be understood by 
study, and its art, to be acquired by practice.' So we are compelled to 
notice, time and time again, a grocer's window who has acquired the art of 
dressing the same. ' 

Bolton says that 'Men are born with two eyes and one tongue in order 
that they should see twice as much as they say.' This is worth remembering, 
and if the eyes are used with a desire for improvement in this great adver- 
tising medium, the door stands open wide, and a voice within says 'enter all 
who will.' 

To be unique in window dressing may not be the ambition of many, but 
a few points may be spoken of that are constantly thought of by those who 
take pleasure in the work. 

Cleanliness is probably the most important, and it necessitates partial, 
if not entire cleaning, once a week. Fly netting should be used freely dur- 
ing the summer. Changes should be made monthly or semi-monthly. 
Sameness is to be avoided. 



120 NEARLY THREE HUNDRED WAYS 

Condensing should be remembered. If strong lights are used in the 
top of the window, it would be well to decorate as far back as possible, so 
that the light will fall in front of the background, showing it off well, and 
also have full force on the base of the window. If the window is not 
enclosed, a background is necessary of some kind, either of goods or of a 
curtain at least half the height of the window. After the store is 
closed at night a good light is desirable. If the electric light is not 
accessible use gas or oil. This will make money for the grocer while he is 
asleep. 

Mirrors are desirable on the sides of the inside of the window and a 
folding mirror for the background. These are not absolutely necessary, but 
they give the window a luxurious appearance. Urns, vases, pedestals, busts 
and Chinese wax figures are very desirable and could be purchased at a rea- 
sonable cost by a club belonging to a local association and rented out at a 
small price per week; that would pay a fair per cent, to the parties who 
would invest in same. Flowers in small quantities, in spring or winter, give 
a pleasant appearance. The seasons that offer special opportunities for dis- 
play are the Fall, Christmas and Easter. 

Quantity. — Very few goods, if arranged properly, will make an at- 
tractive and impressive show, and in many instances be more efficient than a 
much larger display. 

Ideas. — One of the best ways to pick up good ideas is to look at some 
of our principal windows, study how they are arranged and form your own 
ideas ; and the probability is that in experimenting on the window you will 
succeed in making it more attractive than the one from which you have 
taken your ideas. An engine, a new coffee-mill, a butter refrigerator, an old 
grocery store of fifty years ago in miniature, or pyramids of canned, bottled 
or farinaceous goods, using care that the colors do not clash, are desirable. 
A fountain might do well for once in a year. Gas jets are often brought 
into play with good effect ; also a revolving music box. While it is a good 
thing to have a definite idea in regard to a window before commencing to 
dress it, yet we know that the window has for the most part been dressed 
when at the commencing no definite idea was held ; but as one continued 
numerous ideas suggested themselves, and patience is required to see which 
will look the best. Generally speaking, if the window pleases the dresser of 
it, it will, in most cases, please the public. 

Prices. — Nice styles in tickets, with prices of the leading goods dis- 
played, could be neatly arranged where they belong, and they will brighten 
up the window considerably and make it much more likely to command the 
attention of passers by." 

A Novel Idea. 

A leading grocer has adopted a novel idea for display cards in bis show 
windows. He advertises the brands and prices of his sugars, teas, ground 
coffees, spices, etc., bv painting on a colored board or heavy paper box cover 
the signs he wishes to show in glue, and on which before it dries, he sprinkles 
the article he desires tc advertise. 



TO DRESS SHOW WINDOWS. 



121 



We Never Mix. 

There is always a good deal of good-natured chaff going on about the 
grocer who makes a fortune out of sand mixed with sugar or iron filings, 
which make the tea weigh heavy and that gives the idea for the show win- 
dow display here illustrated. 

To construct this design make six divisions in the bottom of the window 
by means of planed laths and fill each square as shown in the cut. The 
articles necessary for the display are all in the store excepting the sand and 
iron filings. Having filled the various squares with the goods shown in the 
cut and placed the signs on each, suspend the motto at the top "Pure Goods, 



PUKE60GD1 LOWEST PRICES 



coffeeK 




wi jsfMR Mix 



Lowest Prices," then at the front-of the window right next to the glass put 
the sign "We Never Mix." The white sand and iron filings sufficient to 
cover a false bottom about one inch thick can be easily procured. — Copy- 
right, Mer. Pub. Co. 



St. Patrick's Window. 

On St. Patrick's Day a wide-awake grocer availed himself of the occa- 
sion to draw especial attention to his window display. On a ground of 
roasted coffee the shamrock was outlined in the raw berry, the outline being 
filled in with green tea. The effect was singularly pleasing, and the mer- 
chant was rewarded for this bit of enterprise by securing many new cus- 
tomers from among the class of people for whose benefit it was done. 



122 



NEARLY THREE HUNDRED WAYS 
A Foot-Print Window. 



A unique means of attracting attention to your store window is to cover 
the bottom with a layer of white sugar, and then outline large footprints in 
ground coffee or tea, with a card above upon which is the following: 



These are not "footprints on the 
sands of time," but they are foot- 
prints on our best granulated sugar. 
Price 6 cents. 



A Flower Window. 



The following diagram illustrates the arrangement for the base of a 
novel window display : 




Figures 6 are canned goods arranged as shown, and piled two, three, or 
as many rows high as desired. The entire groundwork of the design is a 
layer of green coffee, at least one and a-half inches thick. Figures 4 are 
bottles of fancy bott ed goods, standing upright, the largest at the centre 
and graded down to the smallest. Figures 1 and 2 are bottles arranged as 
shown, laying on their sides and pressed down into the coffee. Figure 3 is a 
flower with a white centre and brown leaves, the white centre being made of 
rice and the brown leaves of roasted coffee. Make the flower as follows : Cut 
a piece of card-board one inch wide and nine inches long, and sew the ends 
together. This gives you a ring three inches in diameter. Next cut card- 
board one inch wide and fifteen inches long, bring the ends nearly together, 
and this makes one leaf of the flower. In this way make as many leaves as 
you may desire, and sew the ends to the central ring, and you have the shape 
ready. 

Press the pattern down into the green coffee until the top is level with 
the same. Then take out the green coffee that is on the inside of the pat- 
tern and put in its place, rice in the central ring and roasted coffee in the 
outer leaves and your flower is then complete and in its place. Draw out the 
pattern carefully and use for making the other flower. The little pointed 
figures next to canned goods are shaped with paste board and filled with teas 
of different qualities. — Copyright, Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



123 



A Butterfly and Sunflower Window. 

The design given below consists of a butterfly as the central figure, 
with a sunflower at each corner. In this design there is room for a great 
deal of skill and taste, and the butterfly may be highly colored or more sim- 
ply done according to the ambition of the window dresser. The form of 
butterfly here given is one of the simpler kind, with a style of marking easy 
to reproduce. 

Let the groundwork of the square be of white sugar. The outline of 
the butterfly, the attenas and margins of the wings may be of browned 
coffee. The color of the wings may be of bright yellow, with a deeper yel- 
low for the spots at the corners. The veinings on the wings may be put in 
with tea. The sunflower is to be outlined in brown coffee, with the central 
spot of the same material, which very closely sinulates the natural seeds. 




The body of the flower should be of sugar, as yellow as possible (or mustard 
might be used), and the circle of leaves on the outside be of green coffee or 
green tea, These directions are simply given to indicate how the design 
may be worked. The best way is to obtain a picture of a large butterfly 
and endeavor to reproduce it in the manner indicated. — Copyright, Am. 
Advertiser. 



A Novel Window. 

A novelty in the way of a window decoration is the following, and 
which may be adopted by any grocer who has a sunny front window. Make 
a shallow box so as to fill about one-half of the window. Into this place 
rich soil, filling it to the edges. Any cereal seed may be planted in it, either 
oats, wheat or corn, and when it has grown enough to attract attention the 
box may be placed in the window, the remaining half of the space being 
filled with attractive display goods. If wheat is growing in the box, flour 
may be displayed ; if oats are growing, display oatmeal ; if corn is growing. 



124 



NEARLY THREE HUNDRED WAYS 



display cornmeal, canned corn, or some other corn preparation, using appro- 
priate signs, such as "The Alpha and Omega of the Corn Industry ;" or, 
"The Beginning and the End;" or, "Here is Bread, which strengthens 
man's heart, and therefore called the Staff of Life." Similar wording 
appropriate to the subject can be used if oats or corn are growing instead of 
wheat. This will be found to be a very attractive window, and cannot fail 
to draw a crowd at all times. — Am. Storekeeper. 



A Portrait Design. 

Here is an idea for a grocer's window, which will commend itself to the 
seeker for attractions and novelties. 







OUR PICTURE GALLERY. 
PORTRAIT OF 0. G. JAVA, ESQ. 



Prepare a groundwork of white sugar, , and .on this ground make the 
square frame for the picture in green coffee. Inside the frame, on the white 
sugar ground, make your picture. Make the eyebrows and outlining of 
prunes. For face and bust use roasted coffee. The eyes may be of prunes, 
with sugar for the whites. Beans or oblong oyster crackers will make the 
teeth ; and the mouth can be filled in with cayenne pepper. Make a card 
and display in the window, like that under the figure in our cut. — Copy- 
right, Am. Advertiser. 



A New York grocery man filled his window with nothing but brooms, 
of all styles and kinds, and in two weeks had sold more brooms than he had 
before in six months. 



TO DRESS SHOW WINDOWS. 



125 



Another Portrait Design' 

A design similar to the one on the preceding page is here given, it being 
a portrait of " Young Hyson." 




OUE PICTURE GALLERY. 
PORTRAIT OF YOUNG HYSON. 



The picture is to be made in the same way as that of O. G. Java, de- 
scribed on opposite page. Make ground, for the picture, of white sugar. The 
frame can be made of green coffee. The outline of the face and head of brown 
coffee. Fill in the face with yellow sugar. Make the eyes with prunes 
and the lips with red pepper; the bust and head with hair and cue 
are to be of browned coffee. Underneath the picture put the inscription 
printed beneath the cut. It should be neatly printed on white card. — Copy- 
right, Am. Advertiser. 



An Orange Window, 



A very pretty effect can be produced by arranging oranges in the manner 
as shown below. 




To do this it is necessary to wrap the oranges in paper. The letters 
"Fine Fruit" are picked out in some bright color against a ground of white. 
Of course any colors may be used, but the letter in bright red on a ground 
of white make a sign that can be read across the street. — Mer. Pub. Co. 



126 



NEARLY THREE HUNDRED WAYS 



A Donkey Window. 

To produce this design properly get your groundwork as level as possi- 
ble, if your window is not too large rice might be used for the purpose, if 
not rice use white granulated sugar ; in any case use something that is very 
white so that the donkey's head will show up well. 

To get the outline of the head and ears we would suggest that you first 
draw it on a piece of paper using the sketch shown above for a copy and 
then cut out the shape you have drawn and place it on the material you 
have chosen for the groundwork. After placing the pattern carefully in 
position put a single row of green coffee berries around the edge of it and 
remove it; you will then have a clear outline shown by the berries. It will 
then be an easy matter to fill up the space with the same kind of berries. 
Then take some roasted coffee berries and sprinkle indiscriminately over the 
surface of the head to give it a kind of a mottled appearance. To represent 




£VE,RY ONI. E.L5E. 
ADAlTd THAT 
OURPRiCbAT&JHE LOWEST 



the eyes make a small circle of something having a dusty white appearance 
and place a small quantity of ground coffee in the centre of it to make the 
eyeballs. Then use some cayenne pepper to represent the inside of the nos- 
trils. It is probable that other little things will suggest themselves to the 
person who undertakes to produce this novel display which will give it a 
more natural appearance. The wording below the donkey's head can be 
formed by using rosted coffee berries. — Copyright, Mer. Pub. Co. 



Some Taking Methods. 

Sam Plank, in the Philadelphia Grocer, says tinned goods are the best 
things to ornament windows with. Milk, sardines, tomatoes, preserved fruits, 
fish and meats are handy in shape and light in weight, and are capable of 
being arranged in a thousand designs. You can build a model of the White 
House if you have time enough and the window is of large size. Or you 
might model the President out of fruit. If you heap some granulated 
sugar on a rusty cracker box lid you might facetiously call it the "Sugar'd 



TO DRESS SHOW WINDOWS. 



127 



Bust." A circular pyramid of cans of tinned milk in a basin of real water 
would represent " Cone-y Island." You ought to have some attractive and 
taking cards in your windows, and if you went in for a few original inscrip- 
tions thereon it would boom business and you would find your store windows 
a splendid advertising field, and a remarkably cheap one at that. You might 
print on your cards for instance : 



OUR BUTTER IS JUST STRONG ENOUGH 
TO DRAW CUSTOM. 



A Fourth of July Tea Display. 

The design given below is an excellent and seasonable one for use during 
the latter part of June and the early part of July. It must be remembered 
that the tax on tea was one of the grievances of our revolutionary fore- 
fathers, and the adoption of this idea is to remind the public that tea is 
cheaper now, demonstrating the truth of your statement by showing samples 
and prices in the design. 




The arrangement is as follows : Lay out a square in the bottom of your 
window as large as it will allow of light brown sugar, spread evenly about 
an inch or one and half inches in depth. In the centre of this design trace 
the outline of the shield, in about the same proportion to the square as 
shown above. Fill the upper part of the shield with one grade of tea 
and the lower part with another and round it up gradually from the outer 
edges, so that the shield at the centre will be raised about two inches above 
the sugar. All the figures and letters are made by sprinkling on 
ground coffee, except the prices of the tea, which are made of rice to give 
a greater contrast with the tea. The star can be made of red pepper, with 
streaks of red to represent the rays of light as shown in the drawing. A 
border of ground coffee extending around the shield, and on each side of the 
band between the sugar and tea, will make the outlines sharper and more 
effective. The design is easily made and makes a pretty window. 
— Copyright, Am. Advertiser. 



128 



NEARLY THREE HUNDRED WAYS 



A Star Window For a Grocer. 

The arrangement as represented below makes a most attractive window 
for grocers. To carry it out, the base of the window should be divided into 
slanting compartments, and filled in respectively with rice, dried fruits, 
coffee, tea, sugar, etc. 




In the above diagram the star is formed with white and brown sugar, 
the circle within the points of the star with different grades of teas, while 
the four corners outside the circle are composed of roasted coffee and dried 
fruits, or all coffee as may be desired. The prices of the goods in each com- 
partment are indicated by figures made of rice, which forms a striking con- 
trast with the dark goods which make up the base of the display.— Copy- 
right, Mer. Pub. Co. 

A Face Design. 

The design shown below is very complete and can be made by any 
person of average ingenuity without much trouble. 



WHAT'S 




TfliS 



ONLY A 5AMPIE OF OUR CoFFEL f\T 
— — — AS ££»ts — 



The groundwork should be of white granulated sugar nicely smoothed 
over, then in the centre make a circle of ground coffee for the face ; the ears 
shown in the drawing should also be made of coffee; the eyes should be 
made of red pepper, with dark pupils, and the mouth of rice. The short 
pieces of cinnamon will make the bristles. Lettering on the sugar should 



TO DRESS SHOW WINDOWS. 



129 



be made of coffee berries ; but, if it is considered too much trouble to make 
all the letters shown at the bottom with coffee berries, take a piece of card- 
bord, paint the letters on .it in black and place it in the window at the foot 
of the design, being careful to cover the edges of it with sugar so as to 
heighten the effect. — Copyright, Mer. Pub. Co. 



Quality Up! Prices Down I 

The design given herewith will make a display which no passer-by can 
resist stopping to look at. It is not by any means a design that can only be 
used by a grocer, and doubtless many merchants in other lines of trade will 
conclude to make use of it. 




The sketch explains everything so clearly that a lengthy description or 
list of instructions is not needed. It is an easy matter to procure a pine 
board of such a length as will go in the window, and place it across a barrel 
of flour. On the lower end place a heavy box with a card tacked to it, read- 
ing, '' Prices Down," and on the other end put a lighter box (empty would 
be best) and tack to it a card reading, " Quality Up." After arranging a 
suitable display of canned goods, starch, spice boxes, etc., in the window, so 
as not to obscure the view of the wording on the plank, which should be 
painted in black, a good effect will be obtained, and everybody who sees it 
will tell their neighbors to come and look at it. — Copyright, Am. Advertiser, 



130 



NEARLY THREE HUNDRED WATS 
A Hog Show. 



The following unique idea will make a great attraction, and cause much 
merriment, as also a great deal of talk among the passers by, who will go 
home and tell their neighbors all about it. 

Anybody could tell that this is a hog, and if you follow the instructions 
you can make one which will look quite as life-like. The mother of this 
happy family can be represented by a sack of flour laid on straw in the bot- 
tom of the window. The open end of it can easily be arranged to represent 




the snout, and a few strokes with the marking brush will make an eye that 
it will give an animated appearance to the object; this appearance will be 
much increased when pieces of paper are cut and gummed on to represent 
the ears. The caudal appendage, more commonly known as the tail, can be 
made with a piece of stiff hemp rope twisted into shape. 

The little pigs are nothing more than bags of salt, arranged in the man- 
ner shown in the sketch, with paper ears gummed on to animate them as far 
as possible. The motto on the showcard is all that is now required to com- 
plete the display, and draw a crowd around the window. This could be used 
for other lines of business by changing the wording of the placard. — Copy- 
right, Am. Advertiser. 



TO DRESS SHOW WINDOWS. 



131 



A Lemonade and Cake Window. 

This illustration is intended more particularly for use in the early part 
of the month of July. 

A central tub is filled with white sugar, which is ornamented with 
lemons, as shown. Around about the tub, piled so as to hide it, are glasses 
suggestive of tne beverage which cheers but not inebriates the patriotic cele- 
brant. Some such inscription as that shown in the cut should be promi- 
nently displayed in connection with this arrangement. The lemons might 




be fixed up with cloves for eyes, and toothpicks for feet to resemble pigs, and 
thus render the display a little more attractive. — Copyright, Mar. Pub. Co. 



Some Suggestions. 

Baskets arranged artistically form handsome windows for grocers. 
When in the country last summer, a New York merchant made pre- 
parations for a fine window for the winter by selecting from wheat, barley, 
oats, buckwheat, growing in the field, some ^choice sheaves. These were 
carefully trimmed and brought to his store well preserved, so that the grain 



132 



NEARLY THREE HUNDRED WAYS 



stood up in fine unbroken shape. The greatest care was shown in displaying 
the grain to the best effect, and the window certainly attracted more atten- 
tion than any one on the avenue. Many customers admitted they had never 
seen buckwheat growing, and did not know what it was until told. 



A Mouse! A Mouse! 



The design here given will not tax the ingenuity of the window dresser. 
A good arrangment of good things with some prominence given to cheese 
and other edibles is all that is necessary. 




In a prominent place in front place a large with the following wording : 
"We recommend these goods." This card gathers its humor from the mice 
who support it. These and the mice generally disporting themselves about 
the window, are to be found in almost any toy store. There is no toy made 
that is a better imitation of the real thing than the toy mouse. If the 
mechanical ones can be obtained, so much the better, but this is not essential. 
It is desirable to have a number of the little creatures, however, in different 
attitudes, so that the general effect may be enhanced. The passer-by having 
his eye caught by a mouse in the window, will surely stop and see what it 
means, and will not be long in discovering the point at issue.— Copyright, 
Mer. Pud. Co. 



TO DRESS SHOW WINDOWS, 



133 



A Desert Window. 

The following: design for a display of desert goods can be carried out 
readily, and makes an excellent show : 

First, in the centre of the window close to the glass put a box of raisins, 
arrange oranges or lemons in half circle commencing at the corners of the 
window and meeting back of the box of rasins. Separate the space on each 
side of the rasin box with another row of oranges, lemons or candies, and 
you have four compartments on the bottom of the window as shown in 
the engraving. These compartments should be filled in with nuts, a dif- 
ferent kind in each space. 




Back of this figure arrange three pyramids as shown, one of jellies, one 
of jams and one of preserves, selecting the finest glasses you have in stock, 
and back of the pyramids, have a solid circular wall of canned goods filling 
the entire window. This arrangement makes a handsome display when well 
carried out. — Copyright, Am. Advertiser. 



A Wheel of Fortune. 

The design given on following page requires 
make a very attractive and effective display. 



but little effort to 
shallow circular box is 



134 



NEARLY THREE HUNDRED WATS 



prepared and divided into as many compartments as desired. In 
each of these compartments is placed some suitable article of trade, 
such as tea, sugar, coffee, spices, etc. These can be numbered as in 
the cut, or a price-card put into each division showing the price 




of the article it marks. The pointer that is fixed above may be cut from 
cardboard and colored to suit the taste. It would be a good plan to display 
a card with some such inscription as "The wheel of fortune ; every article a 
prize." By a little care in choosing the articles displayed and properly 
arranging them a monotony of color may be avoided. — Copyright, Mer. 
Pub. Go. 



A Unique and Attractive Design. 

The suggestion herewith makes a unique and attractive design, and can 
be carried into effect without much difficulty. In the centre of the wall 
place a washtub with the inside to the front of the window ; in the bottom of 
it paint in black letters the wording shown on the sketch on opposite page. 
This is the starting point, and should be placed as near the centre of the window 
as possible ; then commencing on either side of the tub, place packages of soap 
in shape to resemble a wall. In the middle of the two side walls place a 
washboard and construct the end pillars with boxes of starch in the shape 
shown. Then make an arch over the top of the tub and place sundry arti- 
cles along the top of the wall, such as bottles of bluing or any specialties 
which you may be handling. In the sketch given only the general idea 
of the design is shown, as it is impossible to go into detail, but any store- 
keeper who will give the matter a little thought and attention can make it 
very attractive. For instance, on the sides of the window chromos of man- 
ufacturing concerns should be hung to show the brands of goods you deal 
in, and as some of these are painted in very bright and attractive colors and 



TO DRESS SHOW WINDOWS, 



135 



are often very original in design, they will add very much to the effect. 
Then if there is a man around the store handy with the marking brush, let 
him make a large show-card of black letters on white card-board reading, 
"This is a low-priced barricade to keep off high-priced competitors/' or any 




other motto embodying those sentiments. These signs are best made in 
various colored inks by means of a shading pen, an article which should be 
in the hands of every storekeeper who ever wishes to make some attractive 
signs at a slight expense.* It takes but little practice to become proficient in 
the use of this pen. — Copyright, Mer. Pub. Co. 



A Spring Flower Display. 

The design here shown combines all the desirable qualities of a good 
window show, while it is novel, striking and easily produced: 




Sacks of flour are to be arranged as shown in the illustration, and over 
them the legend, "The flour that blooms in the Spring." Across the sacks 
themselves runs the inscription that gives the pun its point, "Spring Wheat. ' 
If natural flowers can not be procured, a good way is to tie the necks of the 
sacks with bright colored ribbons, and inserting in the mouths bright, tasty 
paper flowers. — Copyright, Am. Advertiser. 

*For description of this pen, see back of book. 



136 



NEARLY THREE HUNDRED WAYS 



A Tea Window for the Holidays. 

The suggestion below is designed to furnish a simple, yet artistic design 
suited to the holiday season : 

A series of T's are arranged one above the other, and growing smaller 
with each letter. These can be made out of card or straw board and are then 
to be neatly covered with pine or moss, or if desired tissue paper can be used. 
On the end of each letter is hung alternately a package of tea and a tea- 
cup or tea pot. The effect will not be unlike a pagoda tower a ad at the same 




uiimiiiiiiiiiiiiiiiiuiiiiii 



iiiiiiiiiiiiiiiuuiiimmiiiiiui 



time its resemblance to a Christmas tree will give point to such* a motto as: 
"Our Christmas T-tree" or some similar inscription. — Copyright, Am. Adver- 
tiser. 



A Fish Display. 



A clerk in an Atchison, Kansas, grocery store gives a descrip- 
tion of a method he employed to increase the sales of mackerel, and the 
idea is worth imitating by other dealers : 

"We had a barrel of mackerel, whitefish and herring sitting on the 
pavement in front of the store. We sold some, but they did not go as fast 
as we wanted them, so I got up the design here given. It is simply a couple 



TO DRESS SHOW WINDOWS 



137 



of pieces of thin board tacked together in the shape of a cross with the 
lower end pointed. While the barrel is full the stick is easily held in place 
by the fish, but when the fish begin to get low it is necessary] to nail the 



•M- 



/ 



£3 




stick to the barrel on the inside until all the fish are sold. Since adopting 
this idea we have sold more fish than ever before. — Mer. Pub. Co. 



A Novel Window. 

The following design is not only very attractive, but easily made, and will 
be found to be a most profitable window. The design is a checker- board made 
entirely of groceries, with a problem in checkers laid out upon the board as 
follows : 




(Black to play and win.) 

To make this design observe carefully the following directions: Take 
some thin pieces of board and make the side pieces of a shallow box, that 
must be exactly 32 inches square, inside measure, and 2 inches deep. Nail 



138 NEARLY THREE HUNDRED WATS 

the four pieces together and set the frame in the centre of your show win- 
dow, fill this box with brown sugar and level off smooth and even with the 
top of the box. This mass of brown sugar, 32 inches square and 2 inches 
deep, is the ground work for your design. Now to lay out the squares on 
the checker board proceed as follows : Take a pencil or small piece of stick 
and trace a line in the sugar just four inches from each inside edge of the 
box, when this is done you will have a two foot space traced off in the centre 
of the box, which is just the right size to contain the 64 squares in a checker 
board if they are made 3 inches in size. To make the squares, procure some 
medium heavy cardboard, or a piece of tin would be still better, and make 
a little box just 3 inches square and 2 inches deep, and without top or bot- 
tom. Commencing in the upper left-hand corner of the space marked off in 
the sugar, press the little cardboard box down into the sugar as far as it will 
go, then take out about half of the sugar that is inside of the box and fill 
in its place ground coffee, until it is just level with the brown sugar on the 
outside of the box. Now carefully draw out the cardboard box and you 
will have the first black square in the board complete. The next square to 
the right must be white. Again press the little cardboard box down into 
the brown sugar, taking care to have it close against the black square 
already formed. Take out half of the sugar inside the box as before, and 
this time fill in with granulated sugar, then draw out the cardboard box and 
you have a white square complete. Proceed in this way until all the squares 
are laid off as shown in the illustration and you will have a checker-board, 
with a border of brown or yellow sugar, with black squares of ground coffee 
and white squares of granulated sugar. Green coffee can be spread over the 
entire bottom of the window outside of the box in which the design is made 
and thus hide the sides of the box arid make all level and complete. Now 
place the checkers on the board as shown, using half of a Boston cracker or 
lemon jumbles for white checkers and gir-ger snaps for black checkers. 
Above all hang a neat card lettered: 



BLACK TO PLAY AND WIN. 
SEE SOLUTION INSIDE. 



And in your store have this solution posted in a conspicuous place: 

Black. White. 

1...20 to 24 27 to 20 

2... 6 10 15 6 

3... 2 27 31 24 

4.. .17 22 26 17 

5. ..13 22 19 16 10... 

This explains exactly how Black wins the game. When you get all in 
readiness, announce in your paper that there is a big game of checkers go- 
ing on in your window all the time, and call attention to the novelty in sev- 
eral little locals of different kinds. — Copyright, Am. Advertiser. 



Black. 


White. 


6... 12 to 19 


24 to 15 


7... 7 11 


15 8 


8... 4 11 


28 24 


9... 3 8 


24 19 


0... 8 12 


Black wins. 



TO DRESS SHOW WINDOWS. 139 



FURNITURE, 



A Novel Plan. 

An enterprising dealer recently hit upon a very novel plan of dressing 
his windows. He commenced by placing a board fence across his show win- 
dow and on one side he placed a dummy of a colored young woman, and on 
the other the dummy of a colored young man. He fixed the figures in such 
a position that they appeared to be casting loving glances at each other, and 
placed sundry household articles in the background, then put up a card read- 
ing. "The beginning of the courtship." The window was left in this con- 
dition for a day or two, then he placed on the side of the fence on which the 
girl stood a quantity of carpets, blankets, etc., etc., and placed the girl's 
hand pointing towards the goods. Afterwards he placed a quantity of fur- 
niture on the side of the fence where the young man stood, and placed his 
hand pointing towards them, supplementing the scene by hav^ig an aged 
colored couple peeping over rolls of carpet and a sign reading, "The pro- 
gress of courtship." In the next scene he took down the fence and trans- 
formed the window into a furnised room, and placed a card up reading, "A 
happy termination." 

A Parlor and Kitchen Window. 

One of the most attractive displays is to dress your store window to repre- 
sent a nice little parlor completely furnished, omitting no details which can 
possibly be filled in, such as a plentiful display of elegant bric-a-brac, etc. 
To carry out this idea successfully you must imagine for the time being that 
you are really furnising a room with what seems to you the most exquisite 
taste, taking care that no objects are placed so as to obstruct the view of 
others. If your store has double windows let one side be furnished as a 
parlor and the other as a kitchen or dining room. The effect is very pleas- 
ing and gives spectators a much better idea of how you could make their 
home look than any quantity of valuable furniture piled in your windows 
in an indiscriminate manner. — Mer. Pub. Co. 



140 NEARLY THREE HUNDRED WAYS 

A Display that Attracted Attention. 

A furniture house in New York recently placed in one of their win- 
dows, a bed made up with snowy white pillows and counterpane, with a 
dummy negro in the bed, his grinning face just peeping out. A card over- 
head read : 



No wonder Miss Mamie lies in bed till 
10 o'clock, when she can buy an elegant 
one like this for $7.00. 



An Elaborate Scheme. 

A most elaborate and venturesome window advertising scheme was origi- 
nated by a furniture house in one of the larger cities, and was as follows : The 
entire show window was curtained and festooned gracefully, in which was 
placed a modest, but attractive set of chamber furniture, and at one side a 
kitchen stove and cooking utensils, together with a table and some chairs. 
The whole represented a fair outfit for a newly married couple of limited 
means. In the window, on a large card conspicuously placed, was the fol- 
lowing announcement: 



GET MARRIED IN" THIS WINDOW AND 
TAKE THIS OUTFIT. 



Smaller cards with the following announcements were also arranged in 
other parts of the window: 



Now is your chance 
to get Married. 



Five Carriages for the Wed- 
ding Furnished Free. 



It was not long before a young couple were induced to take advantage 
of the offer, thus securing the outfit. Although a costly advertisement, it 
was found by the enterprising house to be a most effective and paying one. 



Who's Next? 



The display mentioned above created such an excitement that the police 
were called upon to preserve order, and the result was that all the city 
papers gave this enterprising firm lengthy free notices. After securing the 
couple and fulfilling their offer, the window was beautifully trimmed, and 
an elegant plush set placed on exhibition, with the striking placard : 

"WHO'S NEXT?" 



TO DRESS SHOW WINDOWS. 141 



hardware: 



A Window Background. 

A dealer writes the Am. Storekeeper that "He has two screens for his 
windows made of 2 J in. poultry netting stretched on frames of wood the 
size of the back of his windows, which he nses a good deal in connection 
with goods on platforms covered with cloth and arranged top of each other 
in pyramidical form. Into the meshes of these screens he weaves paint 
brushes or tools, chisels or screw drivers, or a lot of rules, or any other goods 
that you can push through or hang on them. This makes a good background 
for your windows, and does not shut off the light from the store." 



A Stove Window. 

A correspondent of the Metal Worker writes his impressions of a win- 
dow which he saw in New York city. 

"There was one stove store that I went by, that particularly impressed 
me. It had a cooking stove in the front window. The stove was not 
'square' but at an angle, and conveyed the impression that it was not put there 
to stay, but as if waiting the appearance of some kind friend to take it 
home. There were other articles grouped about the stove in a friendly 
(artistic) sort of manner, that was pleasant for a stove man to behold. The 
show window was very attractive." 



A Stove-Pipe Window. 

A hardware dealer filled his window entirely with stove-pipe, to which 
was attached this sign : 



YOU DO NOT HAVE FITS WHEN YOU 
PUT OUE STOVE-PIPE TOGETHER, AS l'TS 



THE PIPE THAT HAS THE 



Doubtless those people who have passed through the agony of putting 
stove pipe together bought largely of this enterprising dealer. 



A Contrast. 

A unique display for a hardware window is to place a very sharp knife 
and a hacked blade side be side, and on a card in the centre say: "Mark the 
contrast; don't get on the ragged edge by buying inferior tools." 



142 NEARLY THREE HUNDRED WAYS 

CROCKERY jg GLASSWARE. 



A Dinner Table. 

A merchant in Harrisburg Pa. } says that he made quite a hit in adver- 
tising dinner sets by placing a very nice set on a table in his show window 
together with all the necessary things to make a complete dinner service all 
laid out on a pure white table cloth. On the dishes were imitations of 
meat, vegetables, fruits, etc., and the effect was very good, and a large 
number of sales resulted from it. 



A Novel Idea. 

Glassware is not the easiest article of commerce with which to dress a 
window. In its unadapted shape it is far from ornamental, to say the least. 
A novel idea is to secure at a drug store a small amount of each of the sub- 
stances from a combination of which glass is made, silica, soda, lime, oxide 
of lead, baryta and alumina. These should be labeled neatly, and a larger 
card be attached to a box of glass, and might state upon it : 



j These substances, when compounded by j 
: skill and labor, form such glass as this, of : 
! which we have a complete assortment. : 

It may also prove to be a good idea to secure from the factory a good 
sized lump of glass to display in a window, Glass that has been through a 
fire, or which has been broken by any unusual cause, or into any unusual 
shapes, may well be shown in any window. — Am. Storekeeper. 



STATIONERY. 



A Window That Attracts Attention. 

"A window which always attracts our attention is one of a prominent 

stationer on street. The bottom of the window is covered with plush 

(so much used now as a foundation for artistic window trimming), and on it 
is laid the latest styles in letter paper and envelopes, either in boxes or with- 
out. Scattered about are artistic little articles in pen-wipers, ink-stands, 
paper-cutters, game-counters, etc. On each side and at the back of the win- 
dow are neat hardwood, open-work shelves, with a cloth background. These 
are high enough to prevent looking into the store. On these may always be 
seen the latest books and pamphlets. Alternating in arrangement, one pre- 



TO DRESS SHOW WINDOWS. 



143 



sents the back title while the next shows the side binding of the same book. 
Depending from the edges of the shelves hang photographs, either of celeb- 
rities, or of interesting bits of scenery. It is qnite useless to exhibit things 
which will not strike a responsive chord in the observer's mind. Calendars, 
neat etchings or fancy photograph holders are always to be seen there, and 
there has never been a time when we have passed that window that our 
desire of possession was not aroused. 



A Book Window. 

The illustration here presented will enable a dealer to make a very 
creditable display of books, articles that are very difficult to utilize for 
attractive window display. . 







The frame is made in imitation of a house and covered at sides 
and roof with books which will have to be held in place by strings 
or wires passed from the window-board up each row, over the roof 
and fastened at the back. The chimney is to be built of books in a 
similar manner. Dolls look out of the windows, which are open spaces 
fitted with curtains, while a doll figure of Santa Glaus (if Christmas 
times) stands in the doorway. This design can be made the central figure 
of a very effective window. — Copyright, Am. Advertiser. 



144 NEARLY THREE HUNDRED WAYS 

HATS. 



A Good Idea. 

Hatters who are at a loss for an attraction for their windows will find 
the following suggestion one that can easily be carried out with very pleas- 
ing effect: Obtain some old play-bills or lithographs of noted actors or 
prominent public men. Cut out the head and shoulders from the pictures, 
and paste them on heavy card-board, with a brace or support fastened to the 
back. Place samples of your nobbiest hats on each picture and arrange 
them in your window. Another way is to bend the face of the picture in 
such a manner as to give them an easy, life-like appearance. This can be 
done by using a card-board for backing sufficiently stiff to stand upright, 
and yet permit of being bent somewhat. The idea can be further carried 
out by placing neatly lettered cards in the bands of the hats, with wording 
similar to this : "The celebrated Actor, , wears this style of hat." 



An Easter Display. 

By the use of the most simple materials a hat dealer made a very 
attractive window at Easter time. He made a large golden egg and placed 
it in his window, the bottom of which was covered with a deep layer of 
bright yellow oat- straw. On the straw he scattered in a loose and careless 
manner an assortment of hats, and the effect was novel and striking. The 
idea could be carried out in almost any line of business. 



PAINTS AND OILS. 



An Artistic Effect. 

It is frequently possible to secure show bottles containing samples of 
dry colors. These may occasionally be exhibited in a window with good 
effect. A really artistic effect may be produced by using enough plush of the 
newer shades, as gendarme blue, olive, or dark old gold, to cover the bottom 
of the window loosely, being wrinkled enough to give the plush an oppor- 
tunity to show its beauties. Under it and near the back of the window may 
be concealed a box. On this as a standard a single can of white lead, of oil, 
or of mixed paint may be placed. The tin can should be polished "like the 
handle of a big front door," and the label should be clean and bright. 

In a window with paints and oils would properly be exhibited brushes 
and painters' materials. In one window we saw pumice stone in blocks for 
cleaning front door steps. Although this particular article would have no 
sale in villages, the principle of putting an explanatory card on some unfa- 
miliar article will often prove attractive. Eaw material often proves interest- 
ing to lookers-in, particularly if neatly worded labels are used to instruct the 
reader as to the ultimate use of the articles. — Am. Storekeeper. 



TO DRESS SHOW WINDOWS, 145 



DRUGS. 



Druggists' Show Windows 

'•How to make druggists' show windows attractive," is a question often 
asked. 

Superficially, it appears to be quite an innocent one, yet a correct 
answer necessarily requires a more specific statement from its interrogator, 
and while no doubt whatever is entertained as to the meaning of a pharmacist's 
show window, we cannot assume this a priori, and therefore are obliged to con- 
sider and answer this query from several standpoints. At the very beginning, 
however, we are confronted by another, the real question, to which the above 
query serves merely as a cover, and this vexed question has been, moreover, 
a standard conundrum for the several years past, viz : "Is pharmacy a pro- 
fession or a trade ?" 

Now, in this latter query lies the answer to this inquiry : "How to make 
druggists' show windows attractive," because if pharmacy is a profession, 
why have show windows ? Is it compatible with a professional man to make 
an attractive show, or any show at all ? While, aside from the conventional 
colored show bottles in apothecaries' windows, a display of appropriate 
insignia of our profession (mortar and pestle, for instance) could certainly 
not be objected to by even the most exacting hairsplitter and authority upon 
professional etiquette. It is, on the other hand, only too evident that, in the 
windows of most of the 30,000 drug stores in the United States, this limit 
is trespassed ; their windows, sanctioned by long usage, are utilized for the 
purpose of exhibiting merchandise. Some druggists go even so far as to 
exhibit oil paintings with cards attached "for sale," and prices marked 
theron; others place a collection of photographs of actresses, etc., with 
scanty drapings, in their show windows, or engravings of specimen noses, 
mouths and eyes by some "physiognomical artist." 



As "the dress maketh the man," so furnishes, in a great majority of 
cases, the display in the apothecary's window a tolerably reliable index to 
the professional standing of the man within. 



146 



NEARLY THREE HUNDRED WAYS 



An indiscriminate exhibition of the hundred-and-one things which are 
usually kept in drug stores besides drugs and pharmaceutical preparations 
should be avoided. Contrary to the prevailing idea that the more goods 
there are crowded into a window the better, we believe exactly the opposite, 
namely, the fewer objects the better. 



In the first place, never put into a show window articles of a 
perishable nature, like bottles filled with cologne, bay rum, mineral waters, 
patent medicines, etc., etc. Secondly, never exhibit goods in the window 
(and for that matter neither in show cases in the store proper) which could 




) {^7//77Z^\ fp^^ 



i! i r^ 



by any possibility bring a blush to a lady's cheek — syringes, nipples, sus- 
pensories and the like. Thirdly, strictly professional pharmacists cannot 
lend themselves to promote the use of patent medicines any more than 
reputable physicians can, hence show- signs of more or less salable nostra, 
no matter how nicely mounted, pleasing to the eye and desirable to be 
exhibited, should not be placed in their show windows, but may be used to 
ornament the little sanctums usually found in the rear of drug stores ; at 
any rate banish them from the window. 



What then shall be used ? And how can we make our windows attrac- 
tive? Observe a good engraving or painting: the eyes will be attracted by 
a prominent, principal group, which catches the vision, quasi, as a resting 



TO DRESS SHOW WINDOWS. 



147 



place, whence, glancing right and left, behold the surroundings at ease. 
Focussed thus, observation is inadvertently, so to say, riveted to the picture, 
which accomplishes, in- this way, the purpose of its master — attraction. 
This same rule must be strictly adhered to by every one who wishes to dis- 
play goods, of whatever nature, effectively. 



Our idea therefore of a pharmacist's show window is as follows, illustration 
of which is given on opposite page : In conformity with the width, depth 
and height, have for each window colored show bottles to the right 
And left, their liquids to be of very light and brilliant colors. 
Above, in the centre of the window, should hang a rustic basket of 




proportionate size, with, if possible, living flowers and plants, otherwise 
with artificial ones. At the base, occupying three-fourths of the entire 
width of the window, there should rest a pedestal, also of proportionate 
dimensions, in symmetry with the height and depth of window, 
which base or pedestal is to serve as a platform; painted, decorated or 
enameled in color to correspond harmoniously with the tone of the shop 
fixtures, ceiling, etc., within. Upon this platform, in the centre, should 
stand a bust of iEsculapius, and at each side of the bust an urn or a vase of 
Greek design; which objects, however, must only be three-fourths the 
height of the centre piece. For a background, hanging upon rings, sliding 
on a horizontal bar, there should be a gracefully draped curtain of dark 
colors and of heavy and rich material, about twelve inches higher than the 
top of the centre figure. And that is all. 



148 



NEARLY THREE HUNDRED WAYS 



For a second window, show bottles, basket, platform and curtain as in 
the former, only instead of bust and vases there might be displayed a mortar 
and pestle as a centrepiece, and on each side a little shorter column or shaft, 
with an eagle spreading its wings upon the top. An illustration of this is 
given on preceding page. 



For a third window, appointments as previously suggested, but instead 
of the platform a show-case of same size as the pedestal described, and 
containing toilet sponges. Upon this case should stand three glass jars, 
filled with select surgeon's and cup sponges, the middle jar to be one-fourth 
larger than the other two. 




These three windows will show objects sufficiently emblematic of our 
profession and will in all likelihood prove attractive. — S. J. B ending er in 
American Druggist. 



The Artistic Decoration of Drug Store Windows. 

The ordinary druggist is apt to content himself, in the matter of win- 
dow [decoration, with a phalanx of cod-liver oil bottles, flanked by some 
ancient sponges and a number of superannuated chest protectors, the whole 
covered with dust and trampled beneath the feet of cohorts of flies. He 
arranges his window, say on New Year's day, and, with a few minor altera- 
tions, it remains untouched until the following New Year's day. There is 
no doubt that American drug stores are a long way behind other stores in 
the matter of window decoration. 



One feels that the druggist either considers the decoration of his 
windows beneath the dignity of his profession, or else that it is really not 
worth his while, practically, to trouble himself about such a minor affair as 
artistic detail of arrangement with regard to his stock of goods. Therein 
he makes a mistake, and in the course of time his account books will give 
him a well-merited lesson on the subject. 



TO DRESS SHOW WINDOWS. 149 

In arranging a drug store window, there are two elements to be consid- 
ered—the artistic and the practical ; the first must attract and please the 
passerby, the second must lead him to purchase or to think of purchasing. 
Let us first consider the artistic element. It is agreed among the highest 
authorities that the best art is also the simplest, and the most universally 
intelligible. No druggist need fear that by observing the principles of good 
artistic decoration he will overshoot his mark and repel the public instead of 
attracting it. The pictorial instinct is strong in every human breast. The 
love of color and the love of form, in some shape or other, enters into the 
composition of each individual intelligence. The window should be consid- 
ered as the canvas on Avhich the scheme of the picture is to be first outlined 
and then painted in, in broad masses, the details being left until the last. 
Color, form, composition of line and masses, must all be considered in the 
construction of a scheme of decoration. In color every drug store window 
should be rich. The large jars of colored water which form the trade-mark 
of the profession, and are seen in every drug store window as a matter of 
conventionality, are, in themselves, fine color decorations. It is a very easy 
matter to take the solid colors offered by these jars — ruby, topaz, violet, or 
emerald green — for the key-notes of the color scheme, or, on the other hand, 
to form with the liquids such chromatic effects as shall be in harmony with 
the other objects of the decorative arrangement. One excellent decorative 
quality of these jars is the effect of broad masses of color which they pre- 
sent. Placed one above the other at the sides of the windows, they "com- 
pose," as artists say, very well. When in this position, they should, if possi- 
ble, be balanced by a solid mass of objects in the centre of the composition, 
something more than half as high as the lines formed by the jars. If the 
window be large, the treatment should be broad, and large objects, should 
form the foundation of the decorative scheme ; if small, the objects should 
be smaller, and more attention should be paid to detail. Avoid placing two 
conspicuous objects of a kind in juxtaposition; beware of rows of things; 
cultivate a holy horror of successions of narrow bottles forming straight 
lines, either horrizontally or vertically. A yearning for bottles in their win- 
dows is a common failing among druggists. These bottles are generally of 
the meanest, most utilitarian, and most medicinal order. No self respecting 
person will look twice at a window that contains only a hundred or more 
repulsive phials of "Dr. Slow's Specific;" neither is the spectacle suffi- 
ciently enticing to warrant a prolonged gaze. 



Let the druggist choose from the resources of his store those objects 
which seem to him most artistic and decorative from his own standpoint. 
Let him follow his own instincts in the matter, without distrust of his per- 
sonal ability. The next step to consider these objects carefully in their ele- 
mentary relations of form and color, and to dispose of them to the best 
artistic and practical advantage, according to the primary nan on 8 of com- 
position. 



150 



NEARLY THREE HUNDRED WAYS 



A druggists window should be primarily bright, cheerful and attractive. 
The drug store is apt to be associated in the public mind with disease and 
death, and everything should be done to weaken the necessarily disagreeable 
impression produced by the sight of a place connected with the physical 
trials of humanity. Kvery drug store contains the elements necessary to the 
artistic decoration of its windows, but few druggists know how to combine 
or select the materials at hand. Every drug store owns jars and pots of 
various sizes, pure and correct in general form and style, though intended 
solely for practical uses. They are quite as artistic as those sold confessedly 
for decorative purposes by manufacturers of drug store goods. 



A good example of artistic window decoration is offered by the small 
illustration, showing a bronze vase, a geological specimen placed against a 
yellow chamois skin, some South American water bottles and a toilet case. 




^/m&* 



These several objects form an admirably arranged group, the idea of renaissance 
grotesqueness in decoration being skilfully, though probably unconsciously, 
used as the key-note of the group. It is so good a bit of decoration, both as to 
form and color, that the incongruity of the toilet-Case in idea and composi- 
tion of line is made all the more apparent. The group might end with the 
last water bottle. This illustration does not solve the problem of arranging 
every- day wares artistically. On the contrary, it distinctly separates the two 
ideas. It offers an artistic group composed of practically irrelevant objects, 
and makes the toilet- case, which represents the practical elements of decora- 
tion, a mere afterthought. 



In the matter of window decorations, as in many other cases, cleanliness 
may be recommended as a primary essentialof artistic treatment. The 
brass ledges which inclose the windows of most city drug stores may be re- 



TO DRESS SHOW WINDOWS. 



151 



garded as forming the frame of a picture. The more harmonious the rela- 
tion between the frame and the picture, the better the impression produced 
on the spectator. These brasses should be polished until they shine like 
gold in the brilliant American sunlight. Observation proves that even the 
best city druggist frequently neglects this artistic essential — cleanliness. 



A mass of sponges, simply thrown together without apparent intention, 
or hanging in garlands about a window in such a way as to furnish grada- 
tions of tone and color and agreeable combinations of form, constitutes a 
good, simple scheme of decoration. It symbolizes the higher side of the 
druggists' calling, and carries the mind of the spectator back to the primi- 




tive relations of humanity with nature. Then, too, a sponge, in its tangible 
aspect, is an essentially decorative object. The illustration herewith of a 
window decorated with sponges offers an excellent model. The group is well 
composed. The mass of sponge on the rock forms the key-note of the 
scheme. The arrangement of the strings of sponges, used as accessories, is 
effective and in good artistic proportion. The toilet articles at the back 
carry out the significance of the idea, and in the matter of line and mass 
are well adapted to throwing the main object — the large sponge — into bold 
relief. The simplicity, breadth and harmony of this composition are much 
to be commended. This idea of sponge decoration may be applied in many 
ways, and may be adapted to any kind or shape of window, with the cer- 
tainty of producing a satisfactory because natural and simple, result. 



162 NEARLY THREE HUNDRED WAYS 

Large branches and masses of coral are also desirable as window decora- 
tions because they represent the natural forms, and are valuable both for 
their composition of line and mass, and for their delicate neutral tints, 
which form a fine contrast with the strong elementary colors generally seen 
in druggists' windows. The simpler, broader and more striking the general 
effect of the window, the better the impression upon the mind of the casual 
passer-by, and the greater the likelihood that he will stop and look in and 
allow his imagination to oscillate between the possibilities of his purse and 
the seductions of the artfully arranged objects before him. 



Floral accessories are always valuable in decoration, and nowhere are 
they more appropriate than in the adornment of drug store windows. Large- 
leaved tropical plants, ferns, palms and flowering shrubs may be 
used to advantage for decorative purposes. The cost of a few plants is 
trifling in comparison with the artistic and practical value of the results 
produced by their use. A fine ivy in a handsome jar forms a highly decora- 
tive accessory, and one that can be altered in arrangement to suit the dispo- 
sition of the solid objects. In country neighborhoods, every garden offers a 
wealth of material from which the druggist may choose what best suits his 
purpose. Every meadow and bit of woodland has a thousand decorative 
floral forms awaiting the appreciative eye and hand. The simple, common 
flowers are as decorative as exotics and much more lasting. When flowers 
are not procurable, some green growth can always be found to take their 
place, either in city or country. 



Another point to be considered in connection with the composition 
of a show window is, the practical idea of displaying objects as 
wares, to the end both of selling them and adding to the general repu- 
tation and professional prestige of the druggist. It is perfectly possible 
to combine the artistic idea of decoration with the practical idea of utility 
by the exercise of a little thought. At no time is this more feasible than 
when the approach of the holidays leads druggists to wish to exhibit the 
wares appropriate to the season in the manner most likely to lead to their 
sale. All sorts of elegant trifles, such as people buy for holiday gifts, lend 
themselves readily to the exigencies of decoration. Handsome cut-glass 
phials, cases of perfume, cosmetics, toilet goods, may all be appropriately 
combined with more practical objects. A drug store is not a bazar, but all 
goods bearing in any way upon the care of health, may legitimately be dis- 
played with an eye to commercial interests. At the holiday season the 
aesthetic side of the subject of physical well-being should come uppermost* 
The druggist should then bestow the same attention upon the arrangement 
of his windows that his neighbors do upon theirs. Only by so doing can he 
hope to rival with them and keep his business interests on a satisfactory 
footing. 



TO DRESS SHOW WINDOWS. 



153 



An admirable design for a holiday arrangement of a druggist's window 
is to be found in the following illustration, in which the artistic form is 
everything that is desirable, and the composition is such as to display the 
goods to the best practical advantage. This druggist has had the good taste 
to balance the jar at the right with a mass of palms at the left, instead of 
with another jar, as a person of inferior artistic instincts would certainly 
have done. The forms of the palms v again, are repeated in the large jar in 
the middle and the round object on the right. The numerous small articles, 
representing details of composition, are arranged in a most skillful manner^ 









*./? 

^ 






'A 



iUILS ■ 




The whole impression of the window is that of richness, brilliancy, good 
taste, and the holiday magnificence proper to the season. From a distance,, 
such a window as this would sparkle in the winter sun like a great jewel, 
and invite attention from far and near. The materials that compose it may 
be either of the richest or the humblest, but the effect they produce is that 
of a brilliant street spectacle. 



Another example of arrangement of holiday goods is seen in the illus- 
tration on following page, which has for its principal object a large clock of a 
tasteful character, made to simulate a trophy of armor. This is very modern 
and decorative, but at the same time so important a factor in the scheme of 
decorative composition as to require corresponding accessories. Small 



154 



NEARLY THREE HUNDRED WAYS 



knick-knacks, pretty little perfume bottles, colored plush boxes, and similar 
pleasing trifles ; jars of flowers and porcelain ornaments are not in harmony 
with the clock, being of too light and frivolous a character, as well as too 
small in bulk to act as satisfactory accessories. They are out of place 
among battle-axes and similar objects that form the clock. Decoration does 
not mean simply taking objects which are individually decorative, and 
throwing them together haphazard. It means bringing objects together in 
their proper relations of color, form and other attributes. It is not neces- 
sary for a druggist, in order to make his windows popular at the holiday 
season, to lay in a supply of photographic accessories for decorative pur- 




poses, or to ruin himself in imitation antiques that nobody will buy of him. 
Let him choose pretty, tasteful goods for which there is always a market* 
and display them to the best advantage, observing the artistic unities care- 
fully, adapting his scheme to the size and shape of his window, and above 
all things avoiding obtrusiveness, which is as vulgar in the decoration of a 
shop window as in the dress of a woman. 



A druggist may, it is true, carry on his business as a dispenser of 
medicines without regard to the appearance of his windows, because so long 
as there are sick people in the world the drug business must flourish. But 
half the dealings of the modern American druggist lie with healthy people, 



TO DRESS SHOW WINDOWS. 155 

in the full glow of animal spirits, and sncli people are not likely to enter an 
establishment the wirdows of which suggest the charnel house. As many 
persons go into a city drug store in pursuit of the mild intoxication of soda 
water in the course of a day as go to have prescriptions put up for sick 
relatives. Toilet articles alone call into every drug store a large amount of 
the custom that falls to its share. The more seductive the display of such 
goods in the windows, the greater is likely to be the demand for them in the 
store. 



Suggestiveness is another element that should be considered in the 
decoration of windows, both artistically and practically. The druggist 
should, if possible, so contrive to arrange his decorative scheme as to suggest 
the different goods that he is able to supply to the public, at least in an 
elementary fashion. The simplest scheme of decoration which combines in 
itself the goods the druggist has for sale in his store, so long as it is in cor- 
rect taste, is far more valuable than a pretentious adornment that has no 
relation whatever with the calling of the druggist or the material that forms 
Lis stock in trade. Genuineness and sincerity are as important in the artistic 
decoration of drug store windows as they are in every other form of art and 
life. — American Druggist. 



Arrangement of Objects in Pharmacists' Windows. 

"One of the most difficult subjects for a professional pharmacist to at- 
tack is the proper arrangement of the windows. In our larger cities, in the 
general stores, ' window dressing,' as it is termed, is in the hands of educated 
men, who earn a comfortable livelihood at the 'profession.' It is far easier 
to note the objects which should not be exposed than to indicate those which 
are suitable. 

"Legitimate and proper objects are always found in the products of the 
pharmacist's own skill and labor. Many rare and beautiful chemical salts 
can be crystalized in thin glass dishes ; these, if the salt is colorless or white, 
oan be shown to advantage on a back-ground of black velvet; If the salt is 
dark colored, like chrome alum, a white back-ground should be chosen. 
Masses of crystals of various colors, like alum, sulphate of copper, ferrocya- 
nide of potassium, etc., etc., form attractive objects, if they happen to be 
novelties in the neighborhood ; these may be obtained from the manufactur- 
ing chemists. 

"Chemical or pharmaceutical apparatus, tastefully displayed, rarely fails 
to excite the admiration of some passers by, whilst if some simple pharma- 
ceutical process is shown in actual operation, like the distillation of water or 
colored liquids in glass retorts, with a glass Liebig condenser, two objects 
will be gained — a supply of the distillate will be secured, and the reason for 
possessing the window is legitimately realized. Growing plants of the 
Materia Medica can often be secured by applying to conservatories, or with 



156 



NEARLY THREE HUNDRED WAYS 



a little patience and care some of these may be easily grown at home. If 
these plants be rare or of foreign origin, the interest is greatly enhanced. 
This point, however, should always be kept in view— the object should al- 
ways have a bearing or connection with pharmacy. Appropriate labels 
should always accompany the objects exhibited, or the annoyance of having 
to answer trivial questions many times in the day will be experienced. 

"An instructive series of window exhibitions may be devised as follows, 
the series to extend through many months. To illustrate: An empty ceroon 
which has held cinchona bark should be obtained and a reproduction, 
through some friend clever with the pencil, of some of the prints to be found 
in the books, of natives gathering cinchona bark, and also enlarged photo- 
graphs or drawings of the cinchona tree ; some large, handsome pieces of 




•am 



'> X \ \ ' 






mf 



the bark should be selected, showing the different grades and qualities ; then 
there should be exhibited, in appropriate bottles, a series of all the home- 
made pharmaceutical preparations of cinchona bark, and, for the centre- 
piece, choice specimens of all the cinchona alkaloids ; then the pharmaceu- 
tical preparation of the alkaloids in the back-ground, etc. A clearly writ- 
ten statement should be shown in the window, giving popular and useful 
details of each object. When the interest in this subject has waned, the 
same method may be applied to nux vomica, coca, rhebarb, opium, eucalyp- 
tus, senna, etc., etc., and other similar subjects. 

" The illustration herewith is intended to represent the manufacture of 
cocaine hydrochloride in the window. The percolator at work shows the 
mode of preparing the alcoholic fluid extract or acidulated tincture. The 
distillation represents the recovery of the alcohol ; the reservoir bottle an 



TO DRESS SHOW WINDOWS 



157 



syphon enabling the flask to be constantly fed with the percolate, while a 
syphon, not shown in the illustration, may be connected with the flask, and 
the distillate syphoned off as fast as it collects. The large object in the 
back-ground is intended to represent the package in which the coca leaves 
reach the market, but it has been somewhat idealized by the artist to the ex- 
tent of resembling more nearly a cotton bale. In one of the glass globes the 
bright green leaves are shown, and in the other the darker, brownish-green 
or inferior leaves. Standing on the bale are two drawings or illustrations of 
the growing plant (taken from Baillon or other authorities), and between 
-them stands a precipitating bottle. The small bottles on the stands are in- 
tended to exhibit the wonderful alkaloid and its solution, while the larger 
bottles, on either side, contain the fluid extract, tincture, wine, infusion, 
elixir, etc., of coca. A carefully-written explanation of the objects exhibited 
occupies the fore-ground. 

" It will be readily seen that the purpose of exhibitions of this charac- 
ter are to impress the community with the fact that the proprietor of the 
store is not only a merchant and dealer in the products of others' skill, but 
that he is a manufacturer himself." — Jos. P. Remington, in Am. Druggist. 



The Artistic Decoration of Drug Stores. 

A more or less difficult architectural problem is always presented by a 
corner drug store. A symmetrical and artistic bit of architecture is found 
in the illustration herewith, in which the corner is so handled that there are 
no positive angles presented, and the outline rounds itself into the sugges- 
tion of a semi-circle. The large gilded mortar, emblematic of the pharma- 



ceutical profession, 
is here used in a 
decorative manner 
to define the posi- 
tion of the virtual 
corner of the street. 
The awnings curve 
away from this cen- 
tral point after the 
graceful fashion of 
Arab tents. There 
is something partic- 
ularly pleasing 
about the composi- 
tion of line shown 




in this design. It 
is far from weak or 
insipid, and it is no- 
ticeable for the ab- 
sence of finical orna- 
ment. The panels 
of lattice-work in- 
serted in the lower 
part of the windows 
are in complete har- 
mony with the upper 
part of the design. 
As for color and 
light, the gilded 
mortar concentrates 



the rays of the sun and sends them playing over the brilliant goods in the 
window when the awnings are drawn up. When they are down, they form 
of themselves desirable masses of color. The practical value of such a 
front lies in the unusually fine effect offered by the sweep of vision. The 
whole interior of the window is revealed to the passerby at a glance. With 
such a front as this, spherical goods and accessories forming graceful curves 
would be particularly appropriate as window decorations. 



158 



NEARLY THREE HUNDRED WAYS 



How To Utilize Vacant Space In Front of 
Drug Stores. 

It frequently happens that the position of a drug store is such that out- 
side the window or the front there remains a vacant space of ground which 
properly belongs to the store. It is an excellent plan to fill in this space 
with ornamental shrubs or plants growing in the stone or metallic urns sold 
for the purpose. A handsome railing should extend about the window or 




front. Wrought iron of elaborate design used in this way would give a 
sumptuous look to any drug store front. A very artistic example of such an 
arrangement is offered by an accompanying illustration than which nothing 
could be more decorative nor in more correct taste, the scrolls of the iron 
work well harmonizing with the lines and curves of the plants and the 
goods in the window. 




A simpler design of the same kind has a plain brass railing and an urn filled 
with growing plants at the right-hand corner. The window decoration in this 
illustration offers excellent suggestions. We will imagine a large antique 
brass lamp, such as one sees in studios and bric-a-brac shops, suspended from 



TO DRESS SHOW WINDOWS. 



159 



above by a brass chain. Curtains of yellow India silk fall in long folds on 
either side. If a few yellow flowers of the hardy decorative varieties, such 
as wall flowers, careopses or chrysanthemums should appear among the mass 
of green vines or large leaves, the artistic quality of the effect would be 
greatly increased. Flowers and shrubs are as valuable for external accesso 
ries of drug stores as for internal. — Am. Druggist. 



A Novel Idea For a Corner Store 



An original and practical idea is that 
we show herewith — a sort 
of lantern window project- 
ing from a wall, with the 
double intention of afford- 
ing a decoration and at- 
tracting attention from a 
distance, on either side, by 
its projection beyond the 
line of the wall. It is es- 
pecially adapted for the side 
of a corner store, in which 
the show window on the 
front is hardly to be seen 
by persons approaching 
also from the stand-point of significance, for a 




illustrated by the small design 
from the street. It is 
just large enough to 
contain a colored j a r 
and a gas jet covered 
with a globe, and its posi- 
tion above the heads of 
the pedestrians makes of 
it a kind of guiding 
star to those coming 
from a distance at night. 
It will bear considerable 
ornamentation and forms 
an excellent decoration, 
not only artistically, but 

drugstore front. — Am. Druggist. 



A Window That Attracts. 

A writer in the Pharmaceutical Bra says : "A window in a drug store 
on Chestnut street, Philadelphia, attracts every passer by. I always go out 
of my way to notice this window. The first time that I saw it it contained 
a clean gunny sack, apparently filled with tooth and nail brushes. The 
next time I saw it — two days after — a transformation had taken place, and 
the window was filled with the druggist's own make of beef, wine and iron, 
in pint square bottles, with purple wrappers, and white label with black 
letters, producing a beautiful effect. A little attention paid to druggists' 
show windows will repay them ten-fold, as the day for old-fashioned displays 
has passed by." 



How a Drug Store Window Was Dressed. 

A friend of mine in Boston had a very large window, the glass measur- 
ing ten feet high by eight feet wide. This window was on a very prominent 
corner, and was a source of worriment to the owner. I noticed that passers- 
by hardly looked at it ; so I said to him that if he would allow me to spend 



160 NEARLY THREE HUNDRED WAYS 

$10 I would try and arrange the window the next day. Calling upon one of 
my wholesale friends, I noticed that he had in a upper loft through which 
he was showing me an old liquor barrel, one of the many-hooped kind that 
were used years ago. I said to him : " I want to buy that package." He 
asked for what. I said : " I want it for one of your customers," and I bought 
it and sent it to the store. During the forenoon I called on an upholsterer 
and made an engagement to meet him at the store of my friend, and on go- 
ing to the store I found the upholsterer and the liquor barrel. My friend, 
the proprietor, smiled when he saw the combination ; but, tacking a sheet of 
paper in front of the window, we went to work. Cleaning out the large as- 
sortment of stuff, such as soaps, perfumes and a hundred lesser articles, I 
bad the upholsterer take the measure of the window for a lambrequin reach- 
ing forty inches from the base, to be made of heavy creton. Measure was 
taken for a piece of bright red carpet to fit in the bottom of the window, 
and the mechanical part of the work was finished ; so the next day, after the 
upholsterer had finished, without anything in it, the window looked 100 per 
cent, better. Then taking the liquor barrel, after the ends had been nicely 
varnished, it was placed in the window on a neat base made of two boxes 
nicely covered with the carpet. A card, neatly labeled, "Perfectly Pure Im- 
ported St. Thomas Bay Kum,"was placed upon the barrel, and about four dozen 
pint bottles of bay rum, neatly labeled, composed the show. The paper screen 
was taken down, and 300 pints of bay rum were the sales of the following 
six days. That window has been changed weekly since. The week after, 
with an original rose-water can, arranged in same manner, and rarely more 
than one article at a time. — John Moffitt. 



A Unique Display. 

A novel and unique display was recently seen in the window of a lead- 
ing Baltimore drug store. It was intended to advertise a new ointment, and, 
judging from the attention the display attracted, it is reasonable to suppose 
that the effort was productive of satisfactory results. 

In the centre of the window was a large copper kettle suspended by a 
chain from a tripod. The kettle was filled with roots and herbs, while un- 
derneath was arranged firewood, etc., all ready to be lighted. The bottom of 
the window was covered with small tin boxes of the ointment, scattered 
about in a careless manner, and two or three layers deep. On either side 
were large pictures illustrating the use for which the ointment was intended. 
One of the pictures was that of a man with a sprained or cut wrist, and to 
which he was applying the remedy; the other was that of a man with a cut 
foot, and he likewise was making use of the panacea. 



A Map Window. 

I recently adopted a plan that is now in my window, and which can be 
varied to an almost unlimited extent with means at hand in any store, 
and the objects used can be in no way damaged. I simply placed in my 
window a map of the "Western Hemisphere, with straight lines drawn to 



TO DRESS SHOW WINDOWS. 161 

points, from which well-known drugs are received, at the end of each line 
placing a number which refers to a list placed below the map giving the 
name of drugs obtained ,from that point. Then I placed around in no par- 
ticular order, specimens of roots, herbs, etc., as well as a few pharmaceutical 
preparations of my own manufacture made from these drugs, also pictures 
of plants, etc. 

The window never before had such an interest to passers-by, and I 
have heretofore spent considerable money, and many hours of labor, with 
but little effect comparatively." — F. B. Kilmer, in American Druggist. 



An Excellent Idea. 



" I think an excellent idea is that of conducting the practical operations 
of pharmacy in the window, such as percolation, filtration, distillation, etc. 
A friend of mine conducts all such on a marble top counter in his store in 
full view of his customers, having for the purpose a very handsome array of 
porcelain and Bohemian glass apparatus. 

A few neatly arranged percolators, funnels, etc., with practical work 
going on, will secure an audience at all times, who will gaze in wonder at 
seeing the menstrua enter the percolator clear and colorless, and come out 
in the receiving jar laden with color. .And if one should put a glass retort 
in actual operation over a gas stove, which could be easily arranged, he 
would probably have to secure the service of the police to keep the crowd 
away. 

Of course, in such displays as this, neatness will be of utmost import- 
ance. Fine apparatus is not necessary; old ones cleaned and polished will 
answer every purpose. Ketort stands and other iron ware can be painted 
and varnished, or easily decorated with the familiar bronze paints. I might 
also suggest that in many of our pharmaceutical journals occur illustrations 
that would make good window shows. Take, for instance, a picture of 'the 
ancient apothecary.' The quaint utensils, seeds, reptiles, bunches of herbs, 
etc., that abound in the picture could easily be found or imitated, and ' ye 
ancient shop' would make an attractive window picture. This could be 
followed by a display of the utensils (coated pills, elixirs and emulsions) 
that characterize modern pharmacy." — A ivriter in American Druggist. 



162 NEARLY THREE HUNDRED WAYS 



JEWELRY. 



Artistic Window Dressing. 

One of the great secrets of success in a retail business is the making of 
an attractive display of the goods offered for sale. A beautifully arranged 
show window has been the foundation of many a wealthy man's success. 
That this fact is thoroughly appreciated by some of the largest firms in the 
country is evidenced by the time and money they spend in this direction. It 
is customary in many of the large retail houses to employ men whose sole 
occupation is the arranging of goods in show cases and windows. One of 
the largest and most successful of these stores, in Brooklyn, N. Y., not long 
ago sent a man over to Europe to travel for several months, and study the 
art of window decoration as practiced there in the principal cities. The 
money so expended has, no doubt, been returned to the firm more than a 
hundredfold, for one cannot pass its establishment without finding a large 
and admiring throng examining the really beautiful display in its show 
windows. 

A love for the beautiful seems to be inherent in mankind. An artistic 
display of goods will, therefore, always attract the attention of passers-by, 
and it is but a step from admiration of an object to desiring its possession. 
Therefore, time spent in the thoughtful consideration of how best to 
arrange a show window so as to lead the observer to desire an inspection of 
the goods within the store is never wasted. 



For some reason which it is difficult to understand, the jewelers of this 
country do not seem to have devoted so much attention to the art of window 
dressing as those in some other branches of trade. No business possesses in 
itself greater facilities or better variety of material for the production of 
fine and attractive displays, and it is equally true that no class of merchants 
has a greater number of men in its ranks who have genuine artistic tastes 
than may be found among the jewelers of the United States; so there is no 
good reason why, if they as a rule devoted more attention to the arrangement 
of their show windows, these should not be " things of beauty " and joys 
forever. 



TO DRESS SHOW WINDOWS. 163 

We purpose, therefore, to give our readers some hints as to the most 
advantageous manner of displaying goods in windows, which, we trust, will 
prove of some service to them in their business. For this purpose we have 
selected plans of a number of windows which, owing to irregularity of 
shape, obstructions within or without, or other causes, offer difficulties in 
the way of successful decoration, and shall show by means of engravings 
and descriptions how goods may be placed in them so as to secure the most 
striking and artistic effects. 



It may be well at the start, however, to say a few words on the general 
principles which should govern the art of window decorating. In the first 
place, the arrangement of the goods should be bold, so as to strike the eye 
of the observer at once. No matter how elaborate this display may be, if it 
is arranged in a small and finical manner it will entirely fail of the desired 
effect. The whole display should be harmonious—silver watches, diamond 
bracelets and gold jewelry cannot possibly be made to look well together. 
A good plan is to have in the window some large central object, with which 
all the other articles will be in harmony, thus attracting attention to it. 



No matter how well the objects are arranged in the window, the effect 
will not be pleasing unless there is a good framework and background to 
the picture. The best way to obtain this is to cover the bottom and back of 
the window with silk plush of some dark color, than which there is nothing- 
better on which to show off jewelry and precious stones. 

The plush should, as a rale, be laid smoothly on the bottom or steps of 
the window. At the back it should be hung on a rod, curtain fashion, by 
means of rings. Dark blue, seal brown and maroon are generally the best 
colors for the purpose. Where silk plush is considered too expensive, some 
of the soft woolen materials or canton flannels which are now so extensively 
used for curtains will make a good substitute. 



Laces, fans, statuettes, plants, flowers and pottery w T ill often be found 
useful auxiliaries to the decoration of a window, but they must not be used 
too freely, it being borne in mind that the jewelry is to be advertised, and 
that these articles are only used as a background to it or to attract attention. 
Change the window display frequently. The only way to attract the atten- 
tion of the public is constantly to place something new before it. Above 
all, do not commit the fatal mistake of putting too much in your window. 
In Paris the jewelers put nearly their whole stock in their show windows, 
which may perhaps in some degree account for the dullness of trade of 
which they complain. Too many jewelers in this country fall into the same 
error. The object of displaying goods in a window is to attract buyers into 
the store. Suppose a man wants to buy a piece of jewelry. He sees a show 
window filled with a heterogeneous collection of w r atches and jewelry of 
every description. He naturally supposes that he sees before him samples 



164 NEARLY THREE HUNDRED WAYS 

of everything in the store, and if he does not observe among them what he 
wants he passes on. The chances are that the very article which would have 
pleased his fancy had it been displayed in a different manner may be in that 
very window, although rendered unattractive by its juxtaposition to inhar- 
monious objects. 

The prospective buyer arrives in front of another jewelry store. There 
is not very much in the window, but what there is to be seen is neatly and 
artistically arranged and at once attracts his attention. "Ah!" he says to 
to himself, "these things look very pretty; perhaps I can find what I want 
inside," He goes into the store, and the chances are ten to one that he 
makes a purchase before he leaves. Display your whole stock in your win- 
dows if you please, but do so by instalments. 



The first window which we have selected for illustration, a ground plan 
of which is given herewith, is situated at the corner of two streets forming 
an obtuse angle. It is 3 feet wide from 1 to 2, 3 feet 6 inches from 3 to 4, 
7 feet from 2 to 3, and 10 feet in height. At each corner are iron columns. 



jtS'srjwxtxr. 



A very effective arrangement of goods in this window is shown in the illus- 
tration on opposite page. The back and bottom of the window are draped with 
very dark blue plush. In the rear of the middle of the window — at a point 
marked F in the plan — is a pyramid 8 feet high of Indian baskets, made by 
Modocs and other Oalifornian tribes. They are of a dull yellow color, inter- 
mingled with brownish tints. At B, 0, D and E are pots containing grow- 
ing tropical plants, none of them less than 3 nor over 6 feet high. Radiating 
from the bottom of the pyramid of baskets toward the four groups of plants 
are drapings of Mexican and Indian embroideries, so arranged as to show 
the designs effectively without concealing the baskets. At F is a small 
black Spanish lace mantilla, carelessly bunched and set on a cream colored 
silk scarf of Mexican make, upon which rests a brooch containing three 
lrrge diamonds. A few other articles of diamond jewelry — some in morocco 
cases and some laid loosely on the plush — complete the display. 

This design has been submitted to a practical test, and has proved 
specially striking and attractive. With a few variations, which will at once 
suggest themselves to a person of ordinary good taste, the same designs may 
be adapted to almost any show window of moderate size. The methods of 



TO DRESS SHOW WINDOWS. 



165 



window decoration here described are not, of course, intended to be followed 
precisely, for there are many circumstances that would render that impos- 
sible in numbers of cases. They are merely intended as hints which any 
dealer with an average amount of intelligence and taste will be able to turn 
to his advantage. — Jewelers' Weekly. 




Seasonable Window Dressing. 

Windows as well as people should be dressed seasonably, and it is 
important in both cases to observe this rule : Dress lightly in summer and 
heavily in winter. If a summer window, such as we give in the illustration on 
following page is to be dressed, let the hangings have little weight, -make the 
background tints cool, and above all display articles suited to the season. 
An overdressed window during the warm season tires the observer, and one 
even feels sympathy for it, as it seems to bear too heavy a burden. But in 
avoiding overdress great care should be taken to keep clear of the other 
extreme, which may give passers-by the impression that your store is closed 
or that your stock is at a low ebb. In the window illustrated the arrange- 
ment of goods will show what we mean, perhaps, more clearly than we can 
express the idea in words. 



166 



NEARLY THREE HUNDRED WAYS 



This window is on a corner, forming an almost equilateral triangle 
The street sides are each 6 feet in length, the diameter of the arc forming 
the central front is 4 feet, and the length of the back is 10 feefc. All the 
articles displayed in this window have some relation to the summer. The 
centrepiece, as will be seen at once, is a handsome parlor ornament of silver 
or oronze, suggesting the camp ground, and the Indian canoe in silver rest- 
ing on a gilt shore carries out the rural idea still further. The idea of 




ruggedness and distance from city life is well represented in the large 
blocks of partly polished amethyst and agate placed in the rear corners. 
To the left and right of the centrepiece are tributes to sporting tastes in the 
shape respectively of a silver or silver plate base ball bat and a lawn tennis 
racket, prizes, no doubt, for local competition. These could be varied with 
prize cups, medals and the like, of which there is generally not a dearth 
during the summer. Novelties in jewelry, watches and diamonds are, of 
course, distributed through the window to the best advantage. 



TO DRESS SHOW WINDOWS. 



167 



Notice the surroundings carefully, as they are of great importance. 
The curtains hanging looped above are of fine Nottingham. The draw cur- 
tain at the back is of light blue silk plush, and the ground is of dark blue 
cloth. The blue imparts to the scene an appearance of coolness which 
invites attention on a warm day. 

In selecting a centrepiece the utmost care should be taken, for in a well 
dressed window it must give the motive, so to say, of the entire show. 



It is often noticed that passers-by will hesitate, then stop and examine 
a window in which the display is of less value than others they have passed 
with only a glance. Why is this ? It is simply due to a " something " in 
the arrangement of the window which attracts them. This " something '' 
may be summarized in three words, harmony, synchronism and care. We 
cannot urge you too strongly to remember this whenever the impulse seizes 
you to take too great liberties with your window. 

Of course, in dressing a window you are not hedged in by any explicit 
rules as to just what you shall put in it, but there is danger that, if no care 
is taken, the tendency will be to crowd the window with heterogeneous arti- 
cles, which, to use a cant artistic phrase, will kil >ne another. The window 
described on preceding page is a good example of what we mean by harmony. 
Of synchronism or agreement with the season it is an equally good specimen. 
The third requisite, that of care, including neatness and cleanliness, com- 
mends itself to us without argument. — Jewelers' Weekly. 



A Neat Arrangement of an Ill-shaped Window. 

In the window shown below the ground plan, as will be seen by the 
accompanying diagram, is unusually awkward in its form. It is on a corner, 
but it lacks symmetry, and makes the exhibition of a forge centrepiece 




impossible from an artistic point of view. Its base line measures 13 feet in 
length, while its street sides are going from left to right, 3, 4, 10 and 1 feet 
long. The care necessary in handling a window of this kind cannot be 
overestimated. Yet, as is shown in the illustration on page 168, its very 
awkwardness may be rendered attractive by the arrangement of its contents. 



168 



NEARLY THREE HUNDRED WAYS 



The display in this case emphasizes what we would urge strongly, viz : 
the necessity of harmony; for, with the exception of a handful of loose 
jewels scattered about, and a few gold chains in the foreground, the whole 
window speaks of the table. 

In the rear, along the base line, and standing against a silk plush cur- 
tain as a background, is displayed a handsome line of silver platters, arranged 
symmetrically and increasing in size toward the extremities. It is not 
necessary that these plates should be of metal, for a very pretty and 
at the same time harmonious effect may be gained by having them of Dresden 
ware, Royal Worcester or other makes of art pottery which jewelers now carry. 




In the middle centre of the window is a silver tea service ; to the left 
stands a cut glass pickle jar in a silver frame ; to the right is a water set, 
pitcher, goblets and slop tray resting upon a waiter to match, while in the 
foreground are three cases containing knives, forks and spoons. Further 
along to the right are two other cases holding nut crackers and picks, and 
far up in the left-hand corner is still another case which holds some richly 
engraved napkin rings. 



TO DRESS SHOW WINDOWS. 169 

It is not absolutely necessary to use just such things as described. In 
fact, the same general beauty in effect may be obtained by totally different 
articles. If you haven't- a handsome tea set perhaps you have a dinner ser- 
vice; if not, use something else, always bearing in mind the watchword, 
" harmony." Perhaps you will say : " The diamonds and gold chains are 
inharmonious, having nothing in common with tableware, and it would be 
as appropriate to display a tray of watches." Not at all. Jewels and chains 
are so often seen in profusion at a board that it is not inconsistent to group 
them with tableware; but one rarely sees a watch display at table, and 
hence its incongruity here. 



In draping this window the general flatness of the display has to be 
regarded and relieved. For this purpose plants — ferns, golden rods or the 
like — are called into use, and with what success the reader can judge for 
himself. 



The upholstery of the window offers abundant latitude. The ground 
mat may be of cloth, colored silk plush or satin. It may be laid smooth, 
quilted or irregularly indented. If any color except black is used for the 
bed, the background curtain must harmonize with it in tint, but even when 
black is used, it is well to have the background of the same shade. If the 
window is high, there must be some drapery to relieve the gaunt effect 
otherwise noticeable. For this purpose some depending laces may be 
brought into use or a hanging ornament, and on this point, as on the body 
dressing, the owner's discretion must teach him the proper means to bring 
about the desired result. 



It will be seen that the window described herewith is constructed of 
plate glass, with a view to allowing the observer an uninterrupted view, and 
if your present window is not so, and you are thinking of altering it, have 
it constructed in this way. It will soon pay for the extra expense 
incurred. You will notice the neat effect produced in the illustration by 
the use of the slender fluted columns at the intersections of the panes. 
The columns should be as narrow as is consistent with strength, and their 
ornamentation,. if there is any, should be carefully adapted to the rest of 
the window's structure. — Jewelers' Weekly. 



A Lack of Harmony. 



In the preceding articles we have described windows which, though 
awkward in their form, have been made attractive by the exercise of skill in 
their dressing, and it has shown how advantageously goods may be displayed 
under adverse conditions. 



170 



NEARLY THREE HUNDRED WAYS 



In this article we have, on the other hand, to deal with a window per- 
fectly symmetrical and capable of showing goods to advantage, but which 
does not do so, simply because the principle of harmony is utterly disre- 
garded. The ground plan is elliptical, and has a greater diameter of 11 
feet, with a lesser 5 feet in length. 




The accompanying illustration admirably points out the errors which 
carelessness or ignorance is responsible for. At the first glance a startling 
blunder is noticeable in the arrangement of the three most prominent pieces. 
The clock is a light polished bronze (cuivre poll), while its flanking statu- 
ettes are dark and violet tinted (renaissance). The juxtaposition of these 
colors is fatal to the group, as the statuettes heighten the color of the clock, 
making it appear brassy, while the figures themselves are rendered, dull by 
the contrast. In any group of this kind all three pieces should invariably 
be of the same color. 



TO DRESS SHOW WINDOWS. 171 

Notice the arrangement of the articles in the foreground, beginning at 
the left. First, we have a few jewels lying at random, then a water ewer, 
next a tray of rings, three watches, followed by three cases of tableware, 
which are fronted by a line of watches ; then a castor, a card receiver, a 
water set, a few gold chains and another handful of scattered stones. In 
the middle foreground we have two cases of table ware and another water 
set, while the blank spaces are filled in with groups of chains, stones and 
watches. The display is certainly sufficiently varied, but the spice of life 
is not always the spice of window dressing, and the cardinal principles of 
the art rise up in mute protest against this violation. 

As we have urged before, so again we urge not to overload your windows 
with ill assorted goods, which not only destroy the effect of the show itself, but 
are themselves lost sight of. There is an old and homely, but ever pointed, 
saw which tells us that " enough is as good as a feast," and it is well to bear 
it in mind. 



Sometimes even a scanty display has a most surprising effect, as we 
could not help realizing a few days ago when passing the window of a 
Maiden Lane jeweler. 

The window was upholstered in plain black cloth ; in the foreground 
was placed a single tray of diamond rings ; at each side, on a white velvet 
mat, lay nine watches in the form of a Greek cross ; in the centre of the 
window were two watches side by side, flanked by three light blue velvet 
cases of diamond earrigns, while at the rear, in an arc, were placed sixteen 
similar .cases, It was a simple display, but in its simplicity there was 
remarkable richness. 



In the draping of windows as much care should be observed 
to avoid a top heavy as a bare appearance. In the illustration, it will 
be noticed that the festoons of lace, being too numerous, have much 
the former effect ; while the introduction of a fan on top of a high column 
is inexcusable. Why? Because it means nothing and only increases the 
top heaviness. If the upper festoon had been omitted the effect would have 
been much better, but even then it is to be regretted that any draping was 
employed; as the stained glass at the top furnishes all the relief necessary. 



Another Badly Arranged Window. 

The window given on following page is situated on a corner. It has a 
frontage of 15 feet on one- street, with 5 feet on the other, and a width at 
the smaller end of 2 feet. The front is divided into three equal parts, and 
the central section is sunk 1] feet. 



172 



NEARLY THREE HUNDRED WAYS 



A window of this kind should offer do very great difficulty to the 
dresser, although the form of the window is not particularly graceful. If 
instead of overloading it with so many different kinds of goods, a suitable 
and large piece had been placed in the centre of the largest section, there 
would have been little trouble encountered in filling in around it. A bronze 
or a clock might have been put in, and, by the exercise of a little thought, 
an attractive and appropriate selection of surrounding articles might have 
been made. 




The flat appearance of this window is due as much to the general 
equality in size of its display as to its faulty dressing. Handsome enough 
in themselves, the articles seem to have been dwarfed in some mysterious 
way, and the absence of any centre piece renders the high window even 
higher in appearance. The dwarfing and gaunt effect could both have been 
easily avoided at one and the same time by the introduction of the centre 
piece alluded to. 



TO DRESS SHOW WINDOWS 173 

It will be noticed that the background drapery tends also to destroy 
the general appearance of the display and make it appear natter. The cur- 
along the base line is' too high and stunts the wares exhibited before it, 
while the parted curtains at the back strike one as hardly light enough for 
their purpose. 



An* excellent display for such a window would have been one divided 
into three distinct sections. In the larger section a large centre-piece could 
have been surrounded by silverware, the pieces of a coffee set or tea set 
flanking it on either side, while tableware could have been tastefully arranged 
along the window front and side. Nothing else should be permitted in this 
section, as the effect of unity would be destroyed. 

In the central section watches could be displayed in any form of arrange- 
ment preferred. They could be laid along in parallel lines, or arranged in 
arcs, crosses or other designs as best suited the fancy of the dresser ; but 
here, again, the section should be entirely devoted to watches, not even a 
chain should be allowed to creep in and break the harmony of the whole. 
But in the third section might be placed any miscellaneous articles of jew- 
elry that you wish to display. By this arrangement you secure variety and 
at the same time do not offend good taste. — Jewelers' Weekly. 



The Proper Mode of Dressing. 

In decorating a window it must be borne in mind that the shape and 
its location have much to do in determining the mode of dressing. A tri- 
angular window must be dressed in one way, while a high and narrow 
rectangular one will require an altogether different treatment. Further- 
more, the arrangements in a window on the corner of a street must be made 
with reference to the requirements of its locality, in order to secure a tasty, 
harmonious and effective display in two directions. 

The window illustrated on page 174 presents no irregularity, and therefore 
the matter of decoration is a more simple one than if it were one of irregular 
shape. It is inclosed in a stone arch, having columns on the sides with 
ornamental capitals. The relief is sufficient for a display from the sides as 
well as the front. The middle pane of the window is 5 feet wide and 
straight, corresponding with that much of the back. The side panes curve 
backward 3 feet to the point of meeting with the back, which extends for- 
ward on each end, making an obtuse angle. 

The shape of the window admits of most harmonious dressing. Japanese 
hangings and curtains are tastefully arranged in front of a surface of dark 
maroon plush. The Japanese decorations, by their oddity, arrest the atten- 
tion of the passer-by, while the variegated hues of the drapery form a fine 
contrast with the dark background. 



174 



NEARLY THREE HUNDRED WAYS 



The floor is covered with black of the same material. Large artistic 
fans are placed as shown in the illustration. The fans are in keeping with 
the hangings, and in themselves make a very pretty display. They serve, 
furthermore, as an effective background to the other articles in the window. 
As most first-class jewelers have wisely pieced out their stocks with assort- 
ments of fans in rich mountings of Oriental pearl, tortoise shell and silver 
in combination with gauze, lace and ostrich feathers, they will no doubt find 
in the illustration a welcome suggestion for displaying these goods without 
doing so at the expense of their regular stock. 




The centre of the window is occupied by a large silver urn, raised above 
the level on a neatly constructed plush covered pedestal. Before it, in the 
arc of a circle, are arranged — with careful reference to size — other and 
smaller pieces of the service to which it belongs. In the foreground various 
kinds of watches and jewelry are tastefully arranged ; while in the extreme 
right and left hand corners are handsome table lamps. 

Though the variety of articles in this window is quite extensive, yet the 
effect produced by this arrangement is in the main good. It must not be 
forgotten that the principal object is to attract attention to the stock dis- 
played, and the merely decorative objects must not detract from it. — Jewel- 
ers' Weekly. 



TO DRESS SHOW WINDOWS. 175 

A Very Effective Display. 

A very effective display was recently seen in which no accessories nor drap- 
ings whatever were used. The groundwork of the bottom of the window was 
green plush, and the only articles employed for decoration were the goods 
themselves — watches, chains, charms and lockets. In the centre was a letter, 
T, the proprietor's initial, formed of lockets inclosed in a circle of the same 
articles. From this circle chains radiated toward the sides of the window, 
the spaces between them being rilled in with watches gradually increasing in 
size toward the outer edge. 

This window is a good illustration of what can be attained as to variety, 
although many of the same articles are used each day. They are, however, so 
skillfully arranged that the window is constantly exhibiting new forms and 
apparently new goods. 

At another time a display was noticed in the same window which was es- 
pecially striking. The ground was still green plush, raised a few inches at the 
back, on which was formed in the middle a large double cross, composed of 
small watches, pendants and chains. Three groups of watches, flanked by 
rows of pendants, formed the upright, and four other groups the two arms. 
Each group of watches was inclosed by two chains in the form of an ellipse. 
Between the ends of the arms on each side were two other groups of larger 
watches, with pendants outside, forming half an ellipse, The decoration 
was appropriately completed by rows of very large watches at the corners 
with chains between radiating toward the ends of the window. — Jewelers' 
Weekly. 

A Showy Window. 

The window given on following page, on account of its shape, admits of 
the production of some very striking effects, as a good view of it may be 
obtained from three sides. It is of plate glass, 8 feet high, and the top is dec- 
orated with a band of stained glass 3 feet wide. There are five sides, the 
front one being 6 feet wide and the oblique inner one 4 feet. The width at the 
back is 8 feet, and the outer and inner sides are 6 and 3 feet wide respectively. 

At the back hangs an old gold and tinsel curtain, which forms a very 
pretty contrast with the dark curtain hung from the ceiling. The latter 
curtain forms the background for a large painting of a marine view in which 
a ship is a prominent object, while the side wall, which would otherwise 
look bare by reason of the elaborate decorations at the back, is hung with 
smaller paintings, 

The base is in three inclines with a ground of dark plush, on the top 
of which is a pyramid consisting of small fancy clocks surmounted by a 
windmill clock. The latter is entirely in keeping with the marine view. 
The mill wheel is constantly in motion, and thus attracts the attention of 
the passer-by. At the inner corner of the second incline appears a large 
bronze lamp, and at the other a toilet bottle and powder box, the intervening 
space being filled in with a well arranged collection of jewelry, chains and 
her small articles. The third incline has an umbrella or cane stand at 



176 



NEARLY THREE HUNDRED WAYS 



the inner corner, and a vase of ferns at the other. These articles add 
materially to the decorations, but are so placed as not to attract too much 
attention from the stock displayed. They are also consistently suggestive of 
outdoor life, the idea brought to mind by the ship and windmill. 

In this connection we would urge the advantage of displaying these 
mechanical clocks. They are made now in great variety, from the com- 
pletely appointed engine with moving machinery to the automatic figures of 
lordly cavaliers and handsome ladies. The motions of these figures arrest 
the eye at times when the neatest show of inanimate things would be passed 
unnoticed. It should be unnecessary to say that these mechanical clocks — 
as indeed all other parts of the window displav — should not be used more 
than a few days at a time. Frequent changes in the decorations, goods and 




general appearance of the window must be the rule if one wishes to be suc- 
cessful in this important branch of the jeweler's business. 

It is not necessary that the dealer should have a large stock in order to 
obtain variety. With the exercise of a little ingenuity he can rearrange his 
window from time to time, and give it an appearance of newness equal 
almost to that obtained by a change of the goods displayed. 

He should observe the example which Nature sets him. She does not 
weary the eye with sameness, but presents in succession hills, valleys, rocks, 
water-falls, wooded country and open fields. She is rich in the varieties of 
her combinations and tints. So in window dressing, the choice of objects 
to be displayed, their grouping with reference to size and color, the arrange- 
ment of the merely decorative ones, the effects of different backgrounds, al 
furnish opportunity for most interesting study and the attainment of an 
unending variety of combinations. — Jewelers 7 WeeTcly, 



TO DRESS SHOW WINDOWS. 



177 



A Large Window Tastefully Arranged. 

The prominent features of the window shown below are its generous 
proportions and the consequent good view which it affords to one some dis- 
tance away. It is 7 feet square, both at the base and at the ceiling, with 
plate glass 12 feet in height on two sides. The decorator can here employ 
all his art in the way of adjustment of drapery, contrasts of colors and 
arrangement of objects. 

On account of the height of the window the use of a large amount of 
drapery is practicable — in fact, it is well-nigh indispensable. The decorator 
has arranged it with extreme care, in order to obtain the most striking and 




harmonious effect of which his material was capable, and one can profitably 
study, even to the smallest details, his manner of working out his plan. 
The ceiling and more than half of the side wall are covered with dark plush, 
laid in radiating pleats. This adds richness and tone to the decoration, the 
artistic effect being much better with the pleatings than if the material had 
been left perfectly plain. It strikes one favorably also by its novelty as well 
as by its beauty. At the back light curtains are gracefully parted in front 
of a dark plush ground. Light curtains are also strung from poles, and fill 
the lower third of the rear and the same portion of the side wall. It will 
be observed that these relieve the sombreness that would otherwise result 
from the dark walls and ceiling. Under the circumstances, what more fit- 
ting ground for the display could have been chosen than the dark plush with 
which the inclines are covered ? 



178 NEARLY THREE HUNDRED WAYS 

On the top of the raised platform, in the angle formed by the sides 
having the pole curtains, is perched a stuffed peacock with spread tail. 
Without changing the character of the hangings, there is no other place in 
the window that could have been assigned to it, and still preserve the neces- 
sary proportion. The attentive observer will fee at once the pleasing effect 
produced by the peacock in this corner. The gorgeous plumage shows off 
to good advantage against the light curtain, an equal portion of which is 
seen on each side of the bird. It is likewise a striking and beautiful object 
that may be seen a long way off, and thus aids greatly in accomplishing the 
real purpose of the decoration, arresting the attention and leading it to the 
goods displayed. The decorator shows his originality in the arrangements 
of the drapery in several ways, but we consider the use of the peacock as 
his master stroke. 

The Oriental ferns in the corners on each side of the peacock are in 
keeping with that idea of Eastern splendor which the bird so beautifully 
typifies. They also help to maintain the just proportion of the picture 
which the decorator has elaborately worked out. The same remark would 
apply to the toilet bottles which are placed at corresponding corners of the 
first incline. The intervening space is filled in with diamonds, chains and 
jewelry, tastefully arranged. 

At first glance one would be apt to remark that these decorations are 
too elaborate, and that their tendency would be to engross the attention to 
the neglect of the goods displayed. It will be seen after a little reflection, 
however, that this is not the case. Objects of such brilliancy as diamonds 
should have a handsome setting, which it would be hard to make too beau- 
tiful or elaborate. Such a setting is furnished by the dark ground, the 
light curtains, the plaited plush, the peacock and the ferns. Small articles 
like diamond jewelry, although displaying all their brilliancy and fire by 
reason of the abundance of light let in by the two large plate glass sides 
would not make near so good a show in a window of this size without the 
use of some large articles as accessories. It should be remembered that the 
dewdrop sparkling so beautifully on a rose leaf has a generous setting of 
roses and green foliage. 

One point to be especially noticed in connection with this display is its 
originality. This is a qualify that yields generous returns in any field of 
activity, and particularly in that of window dressing. The placing of arti- 
cles in a haphazard manner will not do. The following of the same old 
plan month after month will yield poor results. — Jeivelerg Weekly. 



A Novel Window Display. 

A novel means of displaying diamonds was recently adopted by a State 
street jewelry dealer. One window was completely lined with black cam- 
bric, the lustreless side within. The bottom, ends, sides and top were of 
the plain black cloth. This made a dark compartment. In the side next 
to the plate glass window, and at a convenient height from the sidewalk 



TO DRESS SHOW WINDOWS. 179 

level for sight-seers, holes were cut, perhaps eighteen inches square. Inside 
the cloth compartment rocks and earth were sprinkled over the black cloth 
bottom, and diamonds, unset and set, were scattered about so as to reflect 
the light from the openings. The effect was to give the stones and their 
settings greater brilliancy than they would possess in a stronger light. The 
contrast between the diamonds and the rocks and gravel also heightened the 
effect, while the peculiar appearance of the window from the street, the 
jewelry not being visible from a distance, caused many persons to stop and 
look through the holes. It proved a good advertisement. — American Store- 
keeper. 

A Novel Window. 

A recent display in a jeweler's window attracted a great deal of atten- 
tion, and a brief description of same is given here for the benefit of others 
who might wish to adopt a similar idea. A toy pony and cart was utilized, 
and which can be obtained from any toy dealer, the larger the pony and cart 
the better the opportunity for display. The pony was covered, wherever 
possible without hiding him, with bracelets, ear-rings, droops, pendants, etc. 
The cart was filled with dressed dolls, all decked out in jewelry, and the 
hubs, wheels and sides of the cart were hung with rings, bracelets, pins, etc. 



A Simple, Yet Effective Window. 

A simple, yet very effective window display can be arranged by taking 
two triplicate folding mirrors and standing them together so as to form a square. 
Bright lights should be introduced within the square, electric lights being 
preferable, if they can be had. White cotton should be spread over the bottom 
and brilliant stones and jewels placed carelessly on the cotton. The lights 
reflected from the mirror surfaces give a brilliancy to the display which 
would be thought impossible to secure in daylight. The idea is to keep the 
lights burning during the day as well as at night. — American Storekeeper. 



180 NEARLY THREE HUNDRED WAYS 



MISCELLANEOUS 



Under this heading we have classed all suggestions that are not specially 
adapted to any one line of business. In most cases they may be used for any 
class of trade. Intelligent window dressers can, with some modifications, 
make many combinations that will prove attractive. 



Electrical Appliances. 

Attention can easily be secured to your store by the use of cheap and 
inexpensive electrical appliances. If you could have one plank of the side- 
walk in front of your store so arranged that by stepping on it the weight 
would make an electrical connection which would ring a gong in front of 
your store, the effect would indeed, be striking. Figures can be obtained 
that tap on the glass, by use of a small electrical battery, (or even clock- 
work,) so that persons passing invariably look to see what causes the rap- 
ping, and in making the discovery, also observe the window decorations. — 
Am. Storekeeper. 

White Rats For Window Display. 

" At one time I had a family of white rats in my window, and which 
attracted a great deal of attention and brought many customers to my store. 
The rats were placed in a glass case with a pole in the center, and a plat- 
form on top for them to climb upon. The following was inserted in the 
local column of one of the morning papers : # 

" A family of almost extinct species of white M. Alexandrinus will be 
on exhibition in the store window of M. Goodman & Co. for a few days. 
They are on their way to England to be placed in the Zoological Garden in 
London, and have been detained at considerable expense to give the people 
of this city an opportunity to see them." — S. G. in Boots and Shoes. 



TO DRESS SHOW WINDOWS. 181 

Aquaria in Store Windows. 

There are few articles that can be put in a show window that will 
attract as much attention as an aquarium, writes a correspondent of The. 
Metal Worker. It makes little difference what is put in the water as long as? 
it is alive. A small fish and a pollywog will draw crowded houses— or 
rather sidewalks, only one should not get too many creatures in the 
aquarium, or the water will be deprived of its oxygen too rapidly, and the 
swimming things will suffer accordingly. If a piece of sod can be obtained 
from the bank of a river, it can be placed in the bottom of the aquarium, 
and a few stones or shells placed on top. The grass should have time to, 
settle before putting in any water, and if the first water put in becomes- 
turbid it should be removed with care, and this operation repeated until the ■ 
water remains clear ; then when the fish swim about they will not kick up 
a dust, as it were. When there is a proper balance of vegetable and animal 
life, the water will remain pure, but if not so arranged, fresh water should 
be supplied every day. An aquarium can be made any desired size. The 
first step to take in the construction of such an article is to get a piece of 
heavy glass of the desired shape. A tin hoop can be made, and the edge 
turned over to hold the putty. It will be convenient to leave the top open. 
After the body is made the putty is to be placed in the turned edge and the 
glass pushed into position, after which the strips can be put on so as to 
hold the glass in place, and also keep the water away from the putty. The 
corners can be covered with shellac varnish after the putty becomes hard. 
As water animals are very sensitive, the material used for cementing in the 
glass should become dry before using, and it is a good plan to fill up with 
water a number of times to remove any odor that may be present. Another 
way of making such an aquarium would be by using a piece of glass for the 
back ; then a picture could be fastened to the back glass, so as to produce a 
fine effect, or pictures of birds could be used, so it would appear that the 
birds were in the water with the swimming animals. A good putty for the 
purpose can be made by mixing common white lead with the dry until it is 
thick enough for use. There are also various cements for the purpose. 



A Novel Window Device, 



A simple device that could be used for any line of business was recently 
adopted by a prominent retail boot and shoe store. The following sign was 
placed in their show window : 



: ll.OO^SPE^T WITH US BRINGS MORE 

: RESULTS THAN $2.00 SPENT ELSEWHERE. : 

The catchy and unique point in this device was the use of crisp new 
and $2 bills pasted on the sign where the figures are shown above. 



182 NEARLY THREE HUNDRED WAY8 

A Clock Sign. 

An excellent means of popularizing your store is to place a large clock 
in the window, and let it remain there as a permanent advertisement. Or 
better still, place a double-faced clock on a pole in front of your store, so 
that it can be easily seen a square away. Either of these methods can be 
carried out without entailing a very great expense, and you will be more 
than repaid for the investment by reason of the popularity of your store in 
thus benefiting the public, 



Umbrella Display. 

By means of a four-inch scantliog, cut as long as your window is broad, 
with one-half inch auger holes bored at the right angles and distances, a 
word, the number of your store, or your name, may be spelled with letters 
made from umbrellas, canes and parasols. Letters requiring crosses could be 
made by attaching umbrellas horizontally to the vertical ones with stout 
rubber bands. It would be advisable to lay the letters out on a counter just 
as you wish them to appear, and then mark the angles on the scantling, so 
that the holes will be correctly placed. Other modifications of this idea 
will readily present themselves. 



Canes and Umbrellas, 

A very neat way to exhibit canes and umbrellas is to build a fac simile 
of a rail fence with them. Or one cane may be placed in the window, stand- 
ing in a reclining position, and the others built criss-cross upon it as a sup- 
port, forming one corner of a simulated rail fence. 



To Exhibit Umbrellas, Etc. 

A novel and inexpensive method of displaying umbrellas, canes, para- 
sols, etc., is to insert six screw- eyes, fairly large ones, in the wood work at 
the side of the window, parallel with the glass, and about six inches from 
it. They should be one above the other, and about one foot apart. The 
small end of the umbrella can be inserted in the eye, and supported at such 
-an angle as you may desire. This is a striking and effective method of dis- 
playing these articles. 



A Pony Window! 

A firm in a Canadian town covered the floor of one of their window 
with sawdust, made a stall of ribbons, and exhibited a very small pony. On 
the blanket covering the animal's back was announced : "We sell goods at 
po^y prices." 



TO DRESS SHOW WINDOWS. 18b 

A Picture Window. 

" We have seen in a dry goods window a decoration which might serve 
as a hint for shoe merchants. It is a picture representing the New World 
in 1492, and the landing of Columbus at San Salvador ; also, New York 

Harbor in 1888, with a vessel afloat laden with boxes consigned to 

<& Co. Dealers who supply foot wear for dudes might adopt this idea, insert 
their own names in the blank, and thus suggest to the youthful swell who 
scorns American products that they have goods for sale which are " English 
you know." — Boot and Shoe Reporter. 



A Baby Elephant. 

One of the most novel and taking attractions for window display is to 
make a b iby elephant, and those who have tried it have found it a genuine 
success. The animal can be built up in the manner described on page 58, 
with such changes in detail as may suggest themselves to the " builder." 
In this case, however, it is necessary to make the trunk in a somewhat dif- 
ferent manner than described in previous article. It should be so hung as 
to admit of an easy motion, and slightly weighted at the end. The ears 
also should be attached in a similar manner. By means of waxed silk or 
very thin but strong cord, the trunk and ears can be kept in motion by some 
one back of the window in the store. A carelessly laid bed of hay adds 
greatly to the deception. An elephant is not a very familiar object to the 
average person, and his bulkiness and stolidity of pose are susceptible of 
ready counterfeiting by any ingenious storekeeper. In working the trunk 
and ears it should be done with a slow, constant motion. If properly done 
it will greatly puzzle the beholder, and many persons will look in your 
window and go away feeling satisfied that it is a live animal that they have 
seen. 



A Novel Idea. 

A very novel idea in window dressing was seen recently in the window 
of a leading retail store. A handsome center table was placed cov- 
ered with a pretty spread, and around it a few chairs were placed* 
Seated on one chair was an elegantly dressed dummy of a lady and at the 
table stood another lady. The one seated was supposed to be a visitor and 
the one standing up, who had thrown her bonnet and jacket on a chair was 
supposed to have just returned from shopping and was showing her friend 
the purchases she had made. In one hand she held a card reading, " Twenty 

per cent, saved by buying my goods at & Co." The display drew large 

crowds and was considered by all as being very unique and novel. This idea 
would do well for dry goods stores, boot and shoe dealers, and also other 
lines of business. 



184 NEARLY THREE HUNDRED WAYS 

Pigs for Window Show. 

A storekeeper, who wished his patrons to understand that he was satis- 
fied with a small profit and a fair share of trade, adopted a very amusing 
and original method of advertising the fact to passers-by. In his show 
window he fitted up a small pen, and placed two little pigs in it with a 
trough of food. Over them he placed a card reading : 



WE AEE NO HOGS! 



The idea was an immense hit, and brought lots of people to that mer- 
chant's store. It was well talked about, and all the folks came to carry 
away a few bargains and see the little pigs feed. 



A Window That "Took." 

There was a great sensation caused on State street a few days ago by 
the exhibition of a beautiful, exquisitely dressed young lady, mounted on a 
wooden figure made to represent a dappled gray steed. The boldness of the 
design, the beauty of the young woman, her statuesque pose, and the per- 
fect taste of her habit, caused the street to be blockaded with admirers. 
The strain upon the young lady was great, of course, and obscured by a 
screen was a man who drew the curtain when she wished to dismount and 
rest. — Chicago Paper. 



A Double Display Window. 

Many merchants desire to display more than one kind of goods at a 
time, and this is best accomplished by the following arrangement: Make 
two light V shaped frames out of rough one-inch boards and high enough to 
reach to the top of the window. These are placed in the window with the 
open part to the front, forming two separate compartments, thus VV, which 
taper to a point in the rear of the window. This gives opportunity to dis- 
play two varieties of goods in one window in the best possible manner and 
at the same time have each class entirely separate and distinct. The frames 
should be made the right width to fill the entire window. When they are 
covered with a tasty display of goods the effect is very pretty, as the window 
has the appearance of two small rooms whose walls are composed of the 
latest style of goods. Clothiers can use one. compartment for pants and the 
other for coats and vests, filling in and brightening the darker shades of 
clothing with Gents Furnishing Goods. Dry Goods men can use one part 
for dress goods and the other for prints or white goods. It is a plan that 
can be utilized for other lines of trade with equally good results. — Am. Ad- 
vertiser. 



TO DRESS SHOW WINDOWS. 185 

A Brood of Fancy Colored Chicks. 

A novel display was recently seen in the window of a leading clothing 
store. It was arranged to represent a barn-yard, with the old hen and a 
brood of little chicks. In different parts of the window were arranged nests, 
in which were bright colored eggs, each nest containing eggs all of one color. 
By the use of somo bright aniline paints, the merchant had painted the lit- 
tle chicks in colors to correspond to the eggs. There were blue, green, red, 
yellow, orange and various colored chicks. Passers-by puzzled their brains 
to find out whether the peculiar colored eggs produced such novel looking 
chickens. The front of the window was thronged from early morn to late 
at night to see this novel display. 



A Yacht Deck. 

A very attractive window dressing can be made by using a few stained 
pine poles to imitate masts, and some canvas for sails, to make a representa- 
tion of the deck of a yacht. Holes could be cut in the bobtom of the window, 
and the masts placed in a sloping position. The dummies used in the dis- 
play should be dressed in nautical costume, but a few others may be intro- 
duced with good effect. — Am. Advertiser. 



A Hen With Ducklings. 

A clothier made a good hit by the use of a novel idea for attracting, 
attention to his store window. After dressing the sides and back of the win- 
dow he covered the bottom with sand, and in the center placed a large tank 
of water. He then secured a number of ducklings about a week old, and an 
old hen, who at once proceeded to matronize them. It was a pretty sight 
and drew a large crowd. 



Window Telegrams. 

In times of great interest, as during County or State Conventions, Elec- 
tions, Kailroad Accidents, Floods, sickness of great men, etc., an excellent 
way of attracting a crowd to your window (and which, by the way should be 
tastefully dressed) is to make an arrangement with the telegraph company 
to furnish you with copies of telegrams containing the news, and then paste 
one or more of them in the inside of your window, changing as fast as 
received. Nothing excites greater attention and interest than a piece of 
important news at first hands, and you will surely get credit for being enter- 
prising if you adopt this suggestion. — Am. Storekeeper. 



186 NEARLY THREE HUNDRED WAYS 

Window Bulletins. 

A very useful method of attracting attention to one's window is to 
write a short and pithy advertisement on a telegraph blank and paste it to 
the inside of the glass just at the height of the eyes. For instance : 



j Bulletin 34. 

: Before you pass by, drop in and see this i 
: glove, which we offer, in all shades, at 90 • 
: cents. 

Such a bulletin should not be left up longer than one day, at the 
farthest, and again, if used too often, will fail to attract attention. Once 
every two weeks or so, when you have some special bargain to offer, or on 
some special day when a large number of visitors are in the city, are the 
times best suited for using such a window attraction. 

It is one that can be adapted to any line of business with equally good 
results. 



A Useful Device. 

A Chicago milliner recently astonished people on Wabash avenue by the 
use of a mechanism not heretofore employed in exhibiting goods in windows. 
The idea adopted is that used in the automatic race mechanisms at fairs, etc., 
and called " The Little Races.' Card-board horses work in parallel grooves 
round a track being propelled unequally by a clock-work. Bets are placed 
on the horses, the machine started, and the horse nearest the goal when the 
machinery runs down is the winner. 

The milliner made an elliptical track in his window, in which travel 
the bases for holding hat stands. The stands being placed and suitably 
trimmed, the mechanism is started and the hats pass in procession before 
the gazers. This device is particularly adapted to clothiers, but may be 
used by any merchant, and the power applied may be in the form of a water 
motor, steam, electricity or a strong spring. — Am. Storekeeper. 



A Barn-Yard Window 



A writer in Boots and Shoes, describing how he dressed his window for 
Easter says: " I made a miniature barn-yard of the window. It included a 
chicken coop made of an old shoe box covered with tree bark, and a live hen 
with a brood of little chicks in the center. For days the front of the window 
was packed, and the interest was unabated all the time it was there, but I 
tnok it out at the end of a week, before the interest of the public flagged." 



TO DRESS SHOW WINDOWS. 187 

A Windmill. 

A unique device suitable for any line of business is a mechanical windmill 
in the window in full operation, and bearing the sign : "We are bound to 
raise a breeze with our low prices." Such a mill can be obtained from any- 
toy store, or a suitable one can be constructed without difficulty. 



Greenbacks and Coins as Price Tickets. 

Perhaps the latest and best device to catch the eye in show windows is 
to substitute greenbacks and coins for lettered price tags. Thus, a hat 
usually marked, " Price $2.00" has instead of a price card a two-dollar bill 
stuck in the band; or a suit of clothes, a five or ten dollar bill pinned to the 
lappel. A display of money always catches the public eye, and a few coins 
and bills well scattered over various articles makes a pretty contrast to the 
formal printed price tickets. 



An Ice Pond 



An excellent representation of an ice pond can be made by taking a 
large sheet of glass, lay it- flat down in your window, and sprinkle the edges 
with flour in imitation of snow, and place small dressed dolls in various 
positions. At night such a display when the light is reflected from the 
glass, makes a most unique and attractive window. 



A Smoking Head. 

A design more particularly adapted to cigar stores, but which is also 
suitable for other lines, is a head or figure with a lighted cigar in its mouth, 
and connected with which is a tube leading into the store and hid from view. 
A person drawing on the tube can make the cigar smoke, thus making it 
appear that the figure is smoking mechanically. 



A Five Cent Window. 

An effective window display can be made by covering the bottom with 
white paper. In the center place a plain dish, in which place a card with 
a five cent piece attached. The following should be printed on the card 
around the piece of money; "This is all the profit we ask on every dollar's 
worth of goods retailed at wholesale prices.' 7 or other suitable wording. 



188 NEARLY THREE HUNDRED WAYS 

Who Threw The Brick? 

A novel expedient for attracting attention to his show window wa& 
recently adopted by an enterprising house furnishing dealer. In the center 
of his window he placed a brick, in such a manner as to have the appear- 
ance of being thrown there, while all around were overturned goods in wild 
disorder, and the sign : 



( WHO THREW THE BRICK? IT KNOCKED 
OUR GOODS DOWN AND SMASHED 



Mirrors in Show Windows. 

Mirrors will be found to be very effective aids in window display and 
form the basis of the same as they reproduce and intensify bewilderingly 
where ingenuity and precision guide their arrangement. An effect of double 
frontage is made very delusive where these are placed at proper angles and 
they likewise give clearness and variety of view and extent to the articles 
displayed. 



A Business Ladder. 

Some of the commonest objects of every- day life offer excellent sub- 
jects for window decoration. One of these is the ladder. This may be car- 
ried out in almost any line of goods, and in a great many different ways in 
one line. All that is necessary is to knock a frame together which will 
bear a well-proportioned size to the window, and trim it up with some of 
the stock on hand. We give no special directions regarding the dressing of 
it, on account of its simplicity and also the many ways in which ingenious- 
clerks can do so themselves. — Am. Storekeeper. 



The Nimble Dollars. 

An effective window display may be arranged by glueing a number of 
silver dollars on stiff card-boards cut round to the shape of the dollar, and 
then hanging these on a string across your window. To the centre of the 
string fasten a piece of waxed silk or thin cord, running it over a small 
pulley in the top of your window, and then down inside the store. By a 
slight pull on this string the cord containing the dollars can be kept in 
motion, producing a pretty effect. Suspended over the centre should be a 
placard with the following announcement : " Nimble dollars here." 



TO DRESS SHOW WINDOWS 189 

Extraneous Decorations. 

Very useful decorations for windows are often found attractive when 
selected from sources entirely distinct from your business. They thus pos- 
sess a contrasting value : 

One way. — A good stroke is to go to some artist of local reputation 
and ask for samples of work to be placed in your window. 



Another wat. — Is to secure some cases of old and rare coins or 
stamps, placing on them descriptive cards. Or secure some rare autograph 
letters or curiosities of any kind. Such attractions are sure to cause com- 
ment, and serve to advertise your store. In Chicago the window of a large 
clothing store was constantly surrounded for weeks on account of contain- 
ing a Programme of the play at Ford's Theatre, Washington, the night 
President Lincoln was assassinated. 



Another way. — Is to secure large photographs of people who have 
recently been brought prominently before the public, placing them in a con- 
spicuous place in your window. There is great curiosity to see the pictures 
of people whose names have been prominently noticed in the papers of the 

country. 



Another way. — An excellent plan is to obtain full page illustrations 
from Puck, Judge, Frank Leslie, etc., and display in your window, pasting 
to the inside of the glass. By doing this every week, your windows will 
become a center of attraction, and your name and store will be in every- 
body's mouth. 



A Banner Display. 

A most beautiful and artistic window advertisement was recently seen 
in a shoe store window. It was a hand painted plush banner suspended on 
a brass standard. The work was evidently done by an artist, probably the 
wife or daughter of the storekeeper. The design was floral and the lettering 
on it was, "Integrity of purpose and fair dealing our strength." If any 
storekeepers have one or two daughters who are amateur artists, here is an 
opportunity to turn ability to profitable account. 



"Banty Prices Here." 

A novel and taking idea is to arrange your show window to represent a 
barn-yard, and place in it a number of banty chickens arrayed in 
neat flannel jackets, upon which are inscribed the words " Banty prices 
here." 



190 NEARLY THREE HUNDRED WAYS 

A Granger Window. 

A merchant in Maine says: "We arranged one of our windows in 
honor of the granger, the State Grange haying held its convention in our 
town. We made three divisions of the bottom of the window, placing beans, 
corn and oats separate in each division. On the bottom across the back Ave 
made with buckwheat the word ' welcome.' On each side and back edges 
we put pumpkins, squashes, turnips, cabbages, onions, potatoes, etc. We 
then dressed our dummy up as a farmer, placed him in the rear of the 
window, with a hoe leaning on him. We then placed ties, gloves, etc., on 
the beans, corn and oats, and had our display frames arranged on each side 
of the window, making a fine display. We were complimented very highly 
on the arrangement, and the grangers were very much pleased, and traded 
with us liberallv." — Mer. Pub. Co. 



A Tombstone Display. 

A merchant of Logansport, Ind., makes the suggestion that those who 
wish a novelty in window dressing, should borrow a tombstone from their 
local dealer and place in their window, placing an inscription on it stating 
that it is erected in memory of old High Price. The tombstone would be a 
rather cumbersome article to get into a show window ; it would be better to 
make an imitation monument out of rough pine board and painted 
gray; then put on it in black letters, " Erected to the Memory of Lost Dollar 
who died of a wasting disease which would have been cured if he had traded 
at this store." — Am. Advertiser. 



A Novel Price Sign 



A great deal of taste and ingenuity is being displayed in the designing 
of ornamental and attractive price tickets and window signs. A novel and 
pretty price sign was recently shown in a boot and shoe window. The win- 
dow floor was carpeted with a cloth of deep crimson color, sprinkled over 
with sparkling metallic dust. Upon this carpet was arranged, without 
crowding, a display of boots and shoes all of one common value. The price 
was indicated by a card (covered with crimson cloth such as is used for the 
covering of writing tables) about a foot in diameter. Five circles in the card 
held each a shining silver dollar and in the center of the card was a large $ 
mark cut out of silver foil. The sign was bordered by a heavy moulding of 
silver foil pressed and crinkled about the edge and in a very pleasing way 
conveyed the information that the shoes in the window sold for five dollars. 
— Am, Advertiser. 



TO DRESS SHOW WINDOWS. 191 

Button-Hole Boquets. 

A shoe dealer writes to say that being puzzled to know what kind of an 
attraction to use at his store the other Saturday night, he finally concluded 
to give every purchaser a nice little button -hole boquet. He went to the 
florists and got a quantity at a cheap price, and displayed them in his win- 
dow in an attractive manner. He then took a shading pen, and wrote on a 
piece of cardboard: "Every customer at this store this evening will receive 
one of these boquets," and then placed it upon the flowers in the window. 
He was so pleased with the result that he intends to repeat it. — Am. 
Advertiser. 



An Amusing and Successful Device. 

A most musing device, and a very successful one, too, was recently used 
in a show window, and is thus described : 

In the center of the window a large empty dry goods box was placed on 
its end, being about four feet high. In the top of the box a round hole was 
cut of sufficient size to permit a person's head to pass through. The box 
was then covered with red plush, and on the top it was ruffled around the 
hole. After this was done a three -sided dressing mirror, such as is used in 
a lady's boudoir, was placed on the top of the box around the hole, leaving 
the side towards the window open. This being done, curtains were draped 
from either side so as to hide the approach to the back of the box, and every- 
thing was ready for the miniature delusion that was to follow, which was 
completed by a little girl with a very pretty face and a charming expression, 
her hair nicely fixed for the occasion; entering the box and seating herself on 
a stool provided for the purpose, she popped her head through the hole, the 
curtain which had hitherto hidden the preparations from the view^ of out- 
siders was drawn aside, and there appeared the delusion of the girl's head 
without a body. Of course it was not as perfectly carried out as it would 
have been in the dime museum, but it made a splendid attraction and drew 
a large crowd who could not fail to see the display of goods in other parts 
of the window. Its merit consisted in its novelty, and the enterprising 
storekeeper who went to the trouble to make it got some very good advertis- 
ing and a large percentage of onlookers entered the store. — Chicago Paper. 



A Good Suggestion. 

Some merchants make quite a hit by having in their windows some 
article or reminder of each day as it passes, like a celebration or historical 
event. Thus, on Washington's birthday, a portrait of Washington; on King 
Williams birthday, the German Emperors picture, and on other anniver- 
saries some suggestive allusion or picture on exhibition. This idea may be 
elaborated in many ways. 



192 NEARLY THREE HUNDRED WAYS 

A Hammock Display. 

In the window of a clothing and gents' furnishing store was recently 
seen a very pretty sight. Stretched across a large window was a hammock, 
and reclining in it was an elegantly dressed dummy. The corners of the 
window and the background were filled in with a profusion of plants and 
flowers, and a very charming effect was produced. This idea can be carried 
out to even greater perfection in a dress goods and millinery window, in 
which instance a dummy of a lady should recline in the hammock instead 
of a man. — Mer. Put. Co. 

A Novel Attraction. 

This idea may be used in dressing windows. It has been done with 
great success in Chicago stores, and still attracts attention, as will be seen 
by the following clipping from the Chicago Daily News : 

Hundreds of persons stood around an advertising bazar at the exposition 
last night, trying to make out whether the wax figure was alive or dead. 
The figure was that of a colored lad of 10 or 12 years. It stood on one of a 
dozen low stools which were piled high with hats and caps and furnishing 
goods, or carried other dummies. An endless cable moved the entire exhibit 
slowly about within two feet of the glass sides of the pagoda. The figure 
was attired in a white flannel suit, with knee breeches and a Tarn O'Shanter 
cap. Every minute the figure would lift in a jerky, mechanical way a big 
pasteboard half way up to its shoulder. Another creaky motion brought the 
card opposite its chin, the head jerked around, and the boy pretended to be 
reading the name of the house on the card. A moment later the arm drop- 
ped suddenly and like a piece of machinery, to the side of the figure. At 
regular intervals the left arm bent suddenly and the hand threw itself with 
a slap across the lad's stomach. His legs never twitched and his feet were 
like blocks of wood. He winked from time to time, but made no other 
motion. 

" Is he alive ?" asked scores of ladies. Hundreds of curious men fol- 
lowed the figure and peered through the glass. They thumped on the glass 
held bank-notes before his face and tried to make him laugh. He paid no 
more attention to it than a wooden person. A fly crawled across his lips and 
sat on his eyebrow. Not a tremor was perceptible. 

After some wiseacre had made up his mind it was a live boy — a colored 
lad — some doubter would say : " But, don't you see, that little moustache and 
his hair is as straight as an Indian's." That set the wise man to doubting 
again. The figure was a real, live boy. His nerve was so remarkable that 
he kept up the deception for three hours, and thousands of persons went 
away with the belief that he was a very fine wax figure. 



A novel effect is produced in a clothing store window by placing a mirror 
in the center and putting a dummy in front of it who is in the act of 
adjusting his necktie. This idea can be used in other ways, as a lady 
might be placed looking into the glass and adjusting her dress or head gear. 



TO DRESS SHOW WINDOWS. 193 

The Watch Towers of Trade. 

A lighthouse makes an excellent window attraction. In Webster's una- 
bridged dictionary, accompanying the word "light-house," is an illustration 
which will serve as a model for the frame, which may be built of thin strips. 
A large ring at the bottom can be used to attach the lower ends of the strips, 
the upper ends being tacked to a smaller circular board. About one-third 
from the bottom a stout cord drawn around the pliable strips will draw them 
into the proper shape. The roof and the circular balcony may be cut from 
pasteboard and tacked on. Panes of variously colored glass will complete 
the structure. There should be a support inside the glass portion on which 
to rest a lamp, which should be kept burning in the evening. The frame- 
work can be covered with bleached muslin to which any small goods may 
be pinned. — Am. Storekeeper. 



Have You Seen the Elephant? 

" Have you seen the elephant ? " got to be a very common question of 
late, when a large clothing firm drew crowds to their window by an adroit 
imitation of the great pachyderm. The elephant was as large as life, and 
as far -as the outline was concerned, every bit as natural. Its skin, however, 
was a skin " of shreds and patches," composed of many coats and other arti- 
cles of attire properly displayed. The design consisted of a flat frame out- 
lined like the beast it represented, the head being so contrived that by some 
simple arrangement of a balance it was kept nodding after the manner of the 
child's toy elephant. A row of boys (wax figures,) sat on the animal's back, 
while a boy was on a ladder at the side mounting to join his companions. 
Directly in front stood a natural looking life-sized wax figure with one 
hand extended, in the attitude of a showman giving a descriptive lecture. 



Men and Women for Display. 

Even that superb member of the animal kingdom, man, common as he 
is, becomes a matter of curiosity when displayed in a shop window, and we 
have seen the course of business through a street nearly paralyzed by a crowd 
gathered in front of a window watching two men make shoes. The opera- 
tion is a very common one, and no one would stand very long in a shoe shop 
to watch it, but transported to a store window the shoemaker's trade is as 
attractive as a wax-works show. The man who can be hired to sit in a win- 
dow in a Santa Olaus costume, or in some other representative character, will 
be apt to attract more attention than he ever did before, and when it comes 
to a woman in a window, the sensation is still greater. At almost any time 
of the year it is [possible to secure some broken-down conjurer, male or 
female, who for small wages will willingly entertain the masses from your 
store window by tricks of legerdemain, etc. One of the present attractions 
at a west-side store is a man in a rubber costume disporting in " a tank of 
real water," to use a theatrical expression. — Am. Storekeeiwr. 



194 



NEARLY THREE HUNDRED WAYS 



A Bargain Window. 

The following idea can easily be carried out and will suit for any line 
of business : 

Cover the entire front of the inside of your window with white muslin, 
previously having divided it up into squares as shown, to represent window 
panes. On each square paint the word " Bargains " or better still 
use Willson's Gummed Black Letters, which will be more uniform. 




This idea will be found to attract great attention. Other wording besides 
that mentioned might be used to advantage ; for instance if you desire to 
make a run on any particular line of goods its name could be used instead. 



A Curtain of Egg Shells. 

In the window of a Clark street bakery not long since was seen a novel 
curtain that could easily be adapted to decorating the window of almost any 
line of business. It was at Easter season when eggs were plentiful, and 
the effect produced was very beautiful. The curtain was composed entirely 
of egg shells that were run on strings. These were then looped away at each 
side forming a marvellously pretty attraction. The base of the window was 
a loose piece of rich blue plush, upon which was a display of work, and the 
contrast was very striking. — Am. Storekeeper. 



TO DEESS SHOW WINDOWS. 



195 



A Pretty Display. 

In the middle of a clothing store window recently was seen a large 
flower stand of new design, upon which plants and flowers were arranged. 

The stand was about five feet in height 
and had three tiers, the lowest being 
about three feet in diameter. Each tier 
revolved at the lightest touch, and it was 
japanned and painted in a very ornamental 
manner. On the middle tier there was a 
display of white vests and all kinds of 
gents' furnishing goods, also some jewelry 
such as cuff buttons, scarf pins, etc., and 
on the lower tier there was a choice selec- 
tion of plants. There was also a very 
large and beautiful plant on the upper 
tier. Altogether the effect was very 
charming, and as it was supplemented by 
a nice arrangement of goods on the bottom 
of the window it might have been called 
perfect. 

The stand used for the purpose was so 
constructed that the plants might be 
watered without having to move any of 
the goods exhibited, as all the water runs 
off and every drop is caught in a can placed 
on a* shelf at the base. It was very solid, 
and even when empty will bear the weight 
of a man standing on its side, and will not 
tip over. It is capable of supporting any 
weight up to a thousand pounds, and is 
something that will last forever with care. 
It can be taken to pieces and packed into 
a very small compass, yet while set up it 
can be moved from on<T"p<trt of the store to another with ease ; it runs on 
double wheel casters and is adapted for the use of merchants in any line of 
trade who want something unusually attractive, An illustration is given 
herewith, prices of which will be found in the back of this book. 

A Wall Paper Display. 

A stand for exhibiting wall paper in the window or store may be easily 
made by fastening in a block a stick an inch square and standing 
about three or four feet high. On its top a cross-bar is fastened, not 
quite so long as wall paper is wide. Over this a piece of wall paper may 
be hung, the end falling gracefully down to the base of the window. The 
unused roll lies on the floor behind. If desired, a well-contrasting piece of 
border may be laid on the paper. One of these supports should be enough 
in a window, and something really handsome displayed from it 




196 



NEARLY THREE HUNDRED WAYS 



A Warning. 

As a novelty for a show window a New York clothier recently con- 
structed a prison cell on one side of his window. It was simply a few pine 
boards knocked together and a window cut in, across which were placed 
iron bars. The outside was painted gray and a few black lines put on to 
imitate stonework. Then inside, peering through the window with a wild, 
distracted gaze he placed a dummy and attached a card to the wall on which 
was printed: "The Fate of the High -Priced Gonger." Outside he placed 
his array of bargains in early fall clothing. — Am. Advertiser. 



Not in Sight. 

An excellent idea that can be used in any kind of business is to prepare 
two dummy figures, a man and woman, and seat them on a bench with their 
backs to the window front, with a raised umbrella, as shown in the illustra- 
tion below. 




On a placard fastened to the top of the umbrella place the following 
lettering, making the top line very large, and the balance sufficiently small 
as to require close inspection: 



| NOT IN SIGHT! : 

i We do not put all our goods in the window, but invite : 
you to come in and examine full assortment. : 

Other wording equally as appropriate will suggest itself to the ingeni- 
ous storekeeper. 

A Clock Window. 

An idea for window dressing, which may be used in any stock, is to 
place in the center of your display a large clock in operation, and raised a trifle 
above the goods displayed, with a placard below with the significant wording: 
" Time to Buy." 



TO DRESS SHOW WINDOWS. 



197 



A Thanksgiving Window. 

At this season of the year much effort is put forth by window dressers 
to have their windows appropriately dressed. The traditional turkey, of 
course, forms the principal feature of the display. An excellent method is 
to arrange boxes in the form of a throne, with steps leading to same, and 
seated in the royal chair should be a large turkey, with head and feathers 
on, being placed in the most graceful attitude possible. Above and around 



V/* 







drapery should be arranged, while in front, at the bottom and on the steps 
leading up to the throne should be placed dummy figures handsomely 
dressed, representing all classes of the community, young and old, bowing 
down and rendering homage to the festal bird. Skilfull window dressers 
can make such a display most attractive. Various other Ihanksgiving ideas 
will suggest themselves to the enterprising storekeeper. 



Cranberries for Window Decoration. 

A good idea for decorating a store window at Christmas time is pro- 
duced by stringing bright red cranberries and festooning them and fringing 
them about the window. Such a display could be used in almost any line 
of business as a Christmas decoration for windows. 



198 NEARLY THREE HUNDRED WAYS 

A Ship Window. 

An excellent means for making an attractive window display is to 
obtain a miniature ship from some friend who may be fortunate enough to 
possess one, or possibly one could be borrowed from a toy dealer. A Chicago 
dealer made use of this idea, and further enhanced its value by arranging 
the bottom of his window with painted muslin to represent water, and by 
an ingenious arrangement kept the ship rocking to and fro as if moved by 
the waves. By blowing with a pair of good bellows underneath the muslin 
it will rise and fall very similar to waves. To make the scene more com- 
plete, a suitable background should be arranged, such as a roughly sketched 
soene representing clouds and water. 



St. Patrick's Window. 

A clothing merchant on St. Patrick's day took advantage of the 
occasion to decorate his window in accordance. The entire background, 
sides and dressing of the window was in green, while on the suits of clothes 
the prices were displayed on cards cut in the shape of a shamrock, the color 
of the card being green. His store was liberally patronized by that large 
constituency who honor St. Patrick, and the results were most gratifying to 
the merchant. 



A Country Scene. 

The windows of a leading clothing house recently presented a very 
attractive appearance. One scene presented a country cottage in the fore- 
ground, with green lawn and graveled paths. About it were clustered the 
barns and outbuildings that are the usual features in a rural scene. Diminu- 
tive live stock and familiar agricultural implements helped to lend reality 
to the picture. 



Another Country Scene. 

Another country scene was a yard, in one corner of which, surrounded 
by a picket fence, stood a small stable. A small and pretty donkey looked 
meditatively out of the stable door at the crowd of starers and pushed and 
jostled each other in their desire to see the show. In the immediate fore- 
ground, on a graveled walk, was a Tom Thumb carriage with a pair of 
diminutive horses harnessed to it and an attendant coachman at their heads. 
Perched on the barn and the fence, and also on the walk were pigeons, while 
a nock of canaries picked at the grass plot. The birds it need hardly be said 
were artificial. Of course the background of the window in all these displays 
was formed of goods attractively and artistically arranged. 



TO DRESS SHOW WINDOWS. 199 

Boys on Bicycles. 

A window display that was both novel and unique was recently given 
in one of the large windows of a Baltimore clothing house. On a circular 
platform was arranged a pyramid of boys' clothes and outfittings, reaching 
up some 15 feet or more, gradually tapering towards the top. Around the 
platform at the bottom, and at an equal distance apart were three bicycles, 
a handsomely dressed figure of a boy being seated upon each one in a most 
natural manner. The frames of the bicycles were fastened to the platform 
by a light brace, but which was entirely hidden by suitable coverings. 
Under the circular base of the platform was attached a belt or rope, but not 
visible from the street, and which was connected with some of the elevator 
machinery, causing it to revolve slowly. The movement was communicated 
to the wheels of the bicycles, so that the effect produced was that of the 
boys actually riding around in a circle. It is needless to add that the win- 
dow was thronged with an eager crowd at all hours, and doubtless the 
enterprise of the proprietors was amply rewarded by the increased trade of 
the little fellows and their parents. 



A Brilliant Effect, 

A brilliant effect recently noticed in a store window, was caused by 
a large number of lamps, many having reflectors attached, being placed in 
the form of a pyramid in the center window and lighted. Around the side 
those having reflectors were arranged, and so numerous were they that it 
made quite a dazzling sight. A card was placed in the window, stating that 
the lamps used in the display would be sold afterwards at greatly reduced 
prices. 



Autumn Leaves, 

A shoe store window recently seen was made very attractive by means 
of autumn leaves. Some were sewed together and strung across the window 
and others strewed on the bottom, the boots and shoes being placed on top 
of them. It had a very pleasing effect and drew a great deal of attention 
from passers-by. Hat dealers and others can .utilize the same idea. 



A Miniature Fort. 

Among the designs for window display noticed recently was a very 
unique one of a miniature fort with two small boys well drilled acting as 
sentinels on the ramparts. The show was made by the aid of a few boards, 
some artillery requisites and a can of paint. The boys were suitably attired 
and had their smooth faces decorated with a moustache and "goatee." 



200 NEARLY THREE HUNDRED WATS 



Store Windows for the Holidays. 



The following pointed suggestions from an experienced window dres ser 
will be found useful to the thousands of enterprising merchants who are 
interested in having their store windows suitably dressed during the holiday- 
season. 

HARMONY OF IDEAS. 

In the first place there should be perfect harmony of ideas. That har- 
mony should underlie window dressing is always true, but at this season of 
the year, when the celebration of the time is so accentuated, it is absolutely 
necessary that windows be dressed in harmony with the thoughts uppermost 
in the minds of the people. Mourning goods are as much in demand at this 
time as any other, but any one will recognize the absurdity of dressing a 
window with them, when every one feels joyful. It is, therefore, requisite to 
determine the sentiments underlying the holiday celebration. As we have 
all been children, this is not a difficult thing to do. They are, prominently, 
joy, thankfulness, content and amusement. It should be our aim to place 
either shows in our windows which will be emblematic of these sentiments, 
or to display goods which will be in harmony with them. 

Prominently identified with Christmas is the custom of gift giving, and 
in harmony with this idea it has been customary to use Christmas trees and 
the legendary Santa Glaus in window dressing, and rightly ustd, they are 
excellent means of attracting attention. It is quite difficult, however, .to 
devise new applications of such old themes. 

THE CHRISTMAS TREE. 

Although there seems to be a general impression that the Christmas 
tree is an outgrowth of a German custom, it seems to antedate the Christian 
era, and is said to have originated in the fact that a spray of the palm tree 
with twelve shoots on it was used in Egypt at the time of the winter solstice, 
as a symbol of the completed year. Its adaptation by the earlier celebrators 
of Christmas may have been the simple union of two contemporary customs^ 



TO DRESS SHOW WINDOWS. 201 

and as a surviving remnant of the Egyptian custom, it may be interesting to 
recall that Germans frequently attach a bush to a newly completed building. 
If a Christmas tree is used in your window it will be well to lop off" the 
branches on the rear side. This will permit it to be set farther back in the 
window, and a larger tree may be used. A short, stocky tree should be 
chosen of the right height to clear the ceiling. Its trimming is a matter of 
taste, but always permits a display of considerable merchandise. The use 
of Lametta decorations is recommended, as they are more brilliant than any 
other, and are non-inflammable. It is a good idea to cover the base of the 
window, under the tree, with packages of various sizes, apparently contain- 
ing gifts, with fictitious names on them, easily read from the street. The 
efforts some persons will make to see if their names may not be on some of the 
packages will show how curious people are. The Christmas tree, with its 
happy suggestiveness can be used in any line of trade, and is a common 
resource of the storekeeper, as well as a common delight to the purchaser. 

A CHRISTMAS MANTEL. 

In almost any town a mantel can be borrowed from a brother 
dealer, or, if this is not possible, a clever window dresser can con- 
struct an old fashioned fireplace by the aid of a few bricks and some 
boards, the latter of which may be covered with any appropriate cloth. 
The background for the window may be temporarily boarded and 
papered to represent the wall of a comfortable room. A few pictures on the 
wall, and a few ornament pieces of brie a- brae on the mantel, together with 
some articles of furniture, will add to the realism of the scene. Along the 
mantel should be hung a stocking for each, member of a representative 
family. For grandfather, a woolen sock ; for grandmother, a white cotton 
stocking; for the husband, a neat lisle thread; for the wife, a handsome 
fancy stocking; for the children, stockings to suit the requirements of the 
occasion. This should be appropriately and generously filled from your 
stock. If a gas log can be used in the grate, well and good ; if not, the fire- 
place should be filled with green branches, mixed with berries from the 
mountain ash. 

OLD FATHER TIME. 

On New Year's day all the levity of the country is leveled at Old Father 
Time and his decrepit companion, the Old Year. A window containing a 
scythe, an hourglass or a skull and cross bones, will with some appropriate 
motto, indicate your respect for flyicg time. An emblematical hourglass on 
a large scale may be constructed by making a conical tin receptacle with a 
small hole in its end. This may be supported in a frame made after the 
traditional hourglass pattern, and be used to represent the upper portion of 
the glass. When covered with goods, the material from which it and the 
frame is made will not show. The lower part of the glass will be missing, 
and in its stead will be a board, on which the running sand may fall. By 
filling the tin receptacle with dry sand, allowing it to run through, and 
replacing it, the idea will serve to call attention to the waning year, and t> 
excite comment on the goods which may be displayed in the window. 



202 NEARLY THREE HUNDRED WAYS 

WINTER SCENES. 

In the preparation of windows for this festal season, the selection of 
winter scenes is usually attended by successful displays. It is not a difficult 
matter to simulate frost and snow with material at the merchant's command. 
The best representation of snow is cotton wadding picked out according to 
the amount it is desired to use. It can be laid flat or made into mounds or 
balls, and, when accompanied with the accessories of winter, counterfeits 
snow admirably. The effect is heightened by sprinkling " diamond dust " or 
" frosting" upon it. This may be obtained at any dealer in artist's supplies, 
and costs but seventy-five cents a pound. The " diamond dust " is finer than 
the "frosting." Icicles may be made by whittling out wood forms or cut- 
ting them from heavy cardboard, dipping them in glue and covering them 
with the diamond dust. Sheet ice is well illustrated by laying a large mir- 
ror down on the base of the window and making snowy banks around it. It 
will prove very effective if you place in your window a small tree or shrub, 
from which all the leaves have fallen, the branches of which may be covered 
with snow. With such wintry scenes as a background, may be built almost 
any number of designs and conceptions, according to the material at the 
command of the merchant. If he has dummy figures or large dolls they 
may be made to slide down hill, skate upon the ice, build snow forts, can- 
nonade each other with snowballs, and such other boyish sports as we all 
have enjoyed frequently. The toboggan slide is a new and taking idea in 
window dresing. 

Another idea in snow decoration is to dress the window with seasonable 
.goods, and pick out cotton in small bits and scatter them promiscuously over 
the goods. The effect is much like a heavy snowstorm. — Am. Storekeeper. 



A Christmas Design. 

The design given on following page is that of a roof with Santa Olaus' 
sleigh in view, and is one which can be made very attractive if sufficient 
time and trouble is given to perfecting it. It can be used for any line of 
business. 

To construct the roof, first make a rough frame so as to give the proper 
slant, and cover it with common pine boards, arranging them so as to have 
about a foot at the bottom near the window pane to represent the side of 
the house. Cover the roof with cotton to represent snow and make a 
chimney with a couple of boards cleated together which should be painted 
a dull red and have black lines painted on them to represent the brickwork. 
The flange of brickwork on the top of chimney can be represented by nailing 
some light board about six inches wide crosswise and painting it to resemble 
brickwork. Across the snow make some footprints with blacking sprinkled 
in spots, and that part of the show will be complete. Then on the side of 
the house letter the words "Santa Claus Inside."' On either side of the 



TO DRESS SHOW WINDOWS, 



203 



window arrange evergreens in such a manner as to hide any roughness of 
appearance at the ends of the house, and then bring in the sleigh, the size 
of which must be governed in accordance with the size of the window in 
which the display is made. If a small window, only a child's sleigh can be 
used, but if there is sufficient room bring in a cutter and place it in the 
position shown on the roof ; fill it with toys, holiday goods or any fancy 
articles which you have for sale. On the top of the chimney put a fur cap 




resting on cotton which will make it look as though Santa Olaus was disap- 
pearing below. All that is now necessaay is to stretch a piece of blue muslin 
or any other cheap material to represent the sky. To heighten the effect, 
cut out holes to represent the moon and stars and paste pieces of pure white 
tissue paper over them. In the daytime these will show up white and at 
night when the gas is lighted back in the store a brilliant effect will be 
obtained, the stars will shine out bright on the dark blue sky. In this case 
it will be necessary to darken the show window somewhat so as to make the 
display more perfect. Study this design carefully and a very realistic scene 
will be produced. — Copyright, Mer. Pub. Co. 



204 



NEARLY THREE HUNDRED WAYS 
A Taking Window. 



The design given below is an extremely simple design to produce, yet 
it will give a very original and attractive effect. The cut almost explains 
the idea fully in itself, but a few particulars are given. 

Around the sides of the show window place a wooden frame in th'e 
position shown in the cut. On the floor of the window spread white cotton 
batting to represent snow and across it sprinkle some blacking in the shape 
of footprints, which are intended to indicate the direction to be taken to 




view the holiday stock. After finishing the work on the floor of the show 
window place the door in position and attach a show-card reading : ''Walk 
In and See Our Holiday Stock." When completed the attractive features of 
this easily constructed display will be apparent to everyone, and customers 
will not hesitate to walk into the store of the man who has undertaken to 
carry out the idea. 

In all cases of this kind the impression made on the mind of the spec- 
tator is that the man who has energy enough to depart from the old ruts of 
ages past and display some originality must be a man of good business 
qualifications and safe to deal with. Carry out these ideas and this truth 
will soon force itself to the front. — Am. Advertise?: • 



TO DRESS SHOW WINDOWS. 



205 



A Holiday Stocking Window, 

The design given below is intended for the use of such merchants as 
have a surplus stock of holiday goods to dispose of. 

The idea is very fully explained in the sketch above, but it can be 
elaborated to a very great extent and made very attractive. The stocking 
should be made out of some gaudy, colored material, although white will 
make a very good show. To make it, stretch two pieces of material of the 
same width, or double one piece to the width desired on the floor and mark 
out the pattern, then sew the pieces together, leaving the end of the stocking 




^imatiiiiuiiuiuimmiiiii 



miiiiiiiiiimimiiiiniiiiiiiiiiii 



open. Stuff the stocking from the toe to within a foot or so of the opening 
with paper and odd stuff, filling it out pretty much at the toe end but 
making it looser lower down, so as to give the appearance that it is being 
emptied. Having done this, suspend it by means of a hook from the ceiling 
as shown in the cut, and allow it to come within about two feet of the 
bottom of the show window. Then place a lot of holiday goods so as to 
appear as though they were falling from the stocking. On either side place 
two large show cards, cut and worded as in the illustration. In the back- 
ground heavier goods may be displayed, but the arrangement should be 
somewhat careless so as not to destroy the abandoned effect to be desired in 
this display. — Copyright, Mer. Pub. Co. 



2uo 



NEARLY THREE HUNDRED WAYS 



A Winter Scene. 

The winter scene described herewith will be quite elaborate in general 
appearance and require considerable space for proper display. It is simple 
to construct, and should be done in the following manner: First put a 
rough framework in the window at an incline. Let the front part of the 
window be kept flat for a sufficient width to admit of a large mirror, the 
largest which can be procured, being laid flat in the bottom of the window, 
making the incline to commence at the farther edge of the mirror. Over 
the whole of this surface, except the face of the mirror, spread a thin layer 
of grain. Wheat would best answer the purpose. By carefully covering up 
edge of mirror it will make an excellent representation of a miniature ice- 
covered pond. The layer of wheat on the hillside, which the inclined plane 




of boards will now be called, is intended for the body of material which 
will form a support for the various articles introduced to perfect the scene. 
The little house, made of a small dry-goods box, should be imbedded firmly 
in the wheat. Inside of this put a tin dish, and on it place a piece of cot- 
ton waste, hemp or some such material saturated in oil. This is to form 
the fire to be lighted later on. To convey the smoke through the roof use 
an ordinary tin funnel, allowing an inch or so to project far enough through 
to represent the top of a chimney. Back of the house and around it stick 
evergreen boughs into the wheat to represent a forest, then proceed to bank 
up the wheat so as to form the toboggan slide shown in the center of the 
illustration. On the right-hand side of the window the idea is given 
of how dry-goods can be arranged to represent miniature mountains, 
with holiday goods placed at the base, but we would here say that the 
arrangement is so constructed that it can be adapted to any line of trade, 
and goods of almost any character or description can be placed on this side 



TO DRESS SHOW WINDOWS 2U7 

of the show window and arranged to suit the taste of the window dresser. 
Before placing in these goods, however, and while the space is clear for the 
window dresser to reach over, sprinkle the ground of wheat and the sprigs 
of evergreen with flour to give a snow covered effect, and on the little pond 
place bisque dolls. It would add very much to the appearance of the scene 
if a small paper sled was introduced with a doll on it being drawn across 
the ice by other dolls. The same idea in general should be carried out on 
the toboggan slide, and the more figures there are introduced the prettier 
the scene will be. After filling up the right-hand corner of the window 
nothing remains to be done except to finish the background of sky. This 
should be done in precisely the same manner as the description of 
the roof scene on page 202. If the window dresser will now "bob up 
serenely" from the back of the forest and reach over to apply a lighted 
match to the oil- soaked cotton waste, rag or hemp, the smoke will curl out 
through the funnel in small wreaths which will not offend even the most 
delicate nostrils, and the scene will be complete. When the gas is lighted 
back of the blue sky at night, and the lights in the show window are extin- 
guished, the effect will be very pretty, and will attract a great deal of atten- 
tention. The use of this suggestion is not confined to any particular line of 
business, being equally adapted to all. — Am. Advertiser. 



308 y EARLY THREE HUNDRED WATS 



Holiday Store Decoration. 



In addition to window dresssing, more or less general decoration is 
advisable through the holidays. Such decoration is not difficult or expen- 
sive to make, while its use greatly improves the appearance of your store. 
The following, from the American Storekeeper, is so complete and to the 
point that it is reproduced here without further comment or addition : 

EVERGREEN- ROPE. 

First of all, perhaps, will we describe how to make the pretty evergreen 
rope, which trims up columns and loops up cornices so prettily. You can 
use your own taste in arranging the trimming. Every storekeeper can 
secure plenty of evergreen boughs from the pine, spruce, hemlock or arbor 
vitae. A stout, small rope is used for the base, and small bits of evergreen 
wound about it. 

Begin at the end of the rope, and lay small bits of evergreen about 
the rope. Tie one end of the twine to the end of the rope where you begin 
work, and then, as fast as you place the evergreens in position, wind the 
twine firmly about it to hold it in place. This winding is best accomplished 
by keeping the twine in the ball, only unwinding it from it as you wrap it 
about the rope. In order to have a substantial string of evergreen wreath- 
ing it is very necessary that you take pains to keep your twine firmly wrap- 
ped about the rope. If loosely done your wreathing will be likely to have a 
thin look when you come to put it in place, and quite often a good deal of 
the evergreen will fall out, making it necessary to go over it to obliterate 
the spotty effect. But if plenty of green is used, and it is wound tightly 
you will have a nice rope of festooning, which will look quite as well when 
you get it in place as it did before hanging it up. 

If there are accessible any berries from the mountain ash, bittersweet, 
dogwood or sumac, their sparing use in this kind of trimming is very 
pleasing. The brilliant color of the berry is very pleasing in contrast with 
the dark-hued evergreens. It is better, perhaps, to use what berries you 
liave in several effective points rather than scatter them thinly along its 
whole length. 



TO DRESS SHOW WINDOWS. 209 



THE CHRISTMAS ARCH. 



The store should have some strong decorative feature near the front 
door. Perhaps the most acceptable will be an evergreen arch tall enough to 
allow persons of unusual height to pass under it. This may be stationed 
just within the door, so that all who enter will pass through it. It can 
easily be made by using two inch square stuff for the side supports, making 
a box frame about six inches square. The arching top had better be cut 
from one-half inch boards, there being one nailed to the back and one to 
the front of side posts, thus continuing the box frame idea. This open 
frame is then covered with sheeting, and it, in turn, covered with cotton 
wadding, sewed on evenly so as to make the structure appear like a snowy 
arch. Around the posts are entwined wreaths of evergreen trimming, dotted 
with bright berries, dried grasses, autumn leaves, fruits, etc. The arch 
should have on its front side the words 

These letters are easily cut from stiff cardboard, and can be covered 
with tinsel paper, evergreen or as you please. If covered with evergreen, 
they should be trimmed after being covered. If some of your lady clerks 
can make the very pretty paper flowers which are now so popular, a few of 
them scattered judiciously among the evergreen, will add greatly to the 
effect. The crown of the arch may be hung with a pretty wreath, and an 
evergreen star (the framework being two triangles laid one on the other, so 
as to form a six-pointed star) may be attached above its center with charm- 
ing effect. 

FESTOONS. 

In placing the evergreen ropes, an excellent effect is produced by using 
your central pendant for illumination as a starting point, and looping from 
it to various points of the store — the other ends being attached to the 
cornices. A row of festoons along the cornice edge, or hung from the dis- 
play rod over the counter, will prove a handsome side trimming, and be 
grateful to an artistic sense. 

In addition to these trimmings, it may be desired to have some set 
figures for the front end of the store. For placing on the counter we know 
of nothing more appropriate than a cross and an anchor. They coincide 
with the religious sentiment which is indissolubly associated with Christmas. 

THE CROSS. 

The foundation is of lath, and any boy can make the frame. A corres- 
pondent thus describes how he would make one : "It can be made flat with- 
out any trouble, but a flat cross is never as pleasing as one in which all 
parts of it have a square effect. Therefore I would advise making two flat 
frames, of exactly the same size, and then, by fastening small squares of 
board between the two flats at top, end of the arms and bottom, you have 
something that will produce the desired effect. I would take strips of cloth 
and wind the frame thus made, tacking it firmly and neatly in place. To 
this the branches with which you cover the cross can be fastened with 



210 NEARLY THREE HUNDRED WAYS 

needle and thread, and you will find that a much better effect is secured in 
this manner than you could obtain by laying on branches and fastening 
them in place by winding with twine. This part of the work should be 
done smoothly and neatly, as the cross should not have a rough and uneven 
look. It may be necessary to go over it after fastening the branches in 
place and trim off all projecting twigs with the scissors. A base can be 
made for it by using two boxes of different size. They should not be very 
deep. The height of the base must be determined by the size of the cross 
you make. These can be covered with evergreens, or dried ferns can be 
used. In using ferns, do not attempt to make them fit the angles of the 
boxes, but allow them to assume a natural effect. If you can procure a few 
flowers they can be used most effectively on this cross by forming them into 
a sort of wreath, and letting it hang over the arms of the cross, after the 
style of the flowers in the well known picture of " Easter morning." If 
flowers are not to be had, berries, especially those of the mountain ash, can 
be worked in charmingly. Or, if you have crystallized grasses, this is just 
the place to make them useful. By trailing a wreath of them about the 
standard of the cross and dropping the end of it over the arms, a delightful 
effect is produced by lamplight, the crystals sparkling like frost. Last year 
we concluded to have a white cross instead of one made of evergreens, and 
bits of cotton were tacked to the cloth with which the frame was wound. 
This was sprinkled with thin glue after the cotton was all on, and pow- 
dered alum was dusted over it. Perhaps I ought not to say powdered alum, 
but alum broken into small particles. This gave a frosty effect that was 
very pleasing after a wreath of flowers was hung over the arms. The base 
was made of evergreens. The frosty effect may also be produced with 
material known to the artist's material trade as "diamond dust," with a 
result more satisfactory than our correspondent's suggestion would give. 

THE ANCHOR. 

The framework for the anchor is made the same as was that for the 
cross. Small bits of evergreen are then tacked on the cloth, covering it 
entirely, so as to make a massive green anchor. This can rest on boxes, cov- 
ered as for the cross. In using these suggested trimmings, it may be proper 
to intimate that their effect will be decided not so much by mass as by the 
taste displayed in what are used. It will also add greatly to the effect if a 
number of potted blooming plants can be used about the store." 



The Importance of Interior Decoration. 

While it is important that your show windows should be attrac- 
tively dressed during the holiday season, it also becomes necessary 
to pay some attention to the interior. One important thing is 
to have everything in neat and compact shape in every depart- 
ment. Observe closely the law of order, be systematic and arrange 
everything so that it can be founded with the least amount of trouble. 



TO DRESS SHOW WINDOWS. 



211 



Label and ticket everything in a manner which will admit of no mistakes 
being made, and give nobody in the store an excuse for putting anything 
out of place. By the observance of these rules much time will be saved 
and the neat and tidy appearance of the store will, together with suitable 
decorations, add very much to its attractiveness. 

Everywhere that the visitor looks some appropriate motto or design 
should meet the eye ; novel features should be introduced and the necessary 
amount of time and trouble given to make everything look as nice as 
possible. In making mottoes such as "Holiday Opening," "Holiday Goods," 
"Merry Christmas," "Welcome All," "Fill the Stockings," "Santa Claus' 
Beception," "Happy New Year," &c, we would recommend Willson's red 
gummed letters which cost but little and make a very attractive showing. 
If placed on white cardboard the effect is very attractive, and we would 
suggest further that a border of evergreens be sewed on the edge of the 
paper. It will give the appearance of a pretty frame and add very much to 
the attractive looks of the mottoes ; at the same time the whole thing apart 
ffom the labor expended will not cost much over twenty- five cents, and by 
buying a font of letters to make a number of signs the cost will be still 
further reduced. Another way of making letters which will show up well 
on a white ground is to cut them out of wall paper of dark color and fasten 
them with gum to cardboard. 



Design For Interior Holiday Decoration, 



The design here shown is intended for decoration of store walls. 
Stretch a piece of white muslin about a yard wide along the portions of the 
walls to be decorated to form the ground work. Then cut up some pieces 
of bright colored wall paper and paste a handsome border across the middle 









.^P^WtRRY Jjjr%* CHRISTMAS jf^fc. 



or along one side as the taste may after wards direct. The pieces should be 
cut about one-third wider on one side than the other, and the border should 
be pasted on the long side. After preparing the pieces fold them on the 
short side in the old-fashioned way to make a fan. Double it up in the 
middle, spread it out and fasten in the centre. This will make a very pretty 
fan that will have a brilliant effect when placed high on a wall. Place the 
fans at equal distances apart and suspend evergreen wreaths in the manner 



2L2 



NEARLY THREE HUNDRED WAYS 



shown in the illustration. The wording "Merry Christmas" may be made 
with ; Willson's Eed Gummed Letters. Between the fans, paste 
on the muslin a quantity of stars cut from silvered paper or 
other material as may suggest itself to those conducting the work of deco- 
ration. The wall paper fan idea can be used in other ways also; for 
instance, a very pretty effect can be produced by placing small fans, made 
in this manner, in the corners of the window and many other places around 
the store. — Am. Advertiser. 



A Christmas Transparency. 

It will be found a good idea to place a transparency in a secluded part 
of the store, where it will show up well against a dark background, and for 
this purpose we give a description of the illustration shown below : 




To construct it, cut a barrel in two and over one end stretch tightly a 
piece of flesh- colored muslin; after fastening it securely, mix some paint 
with lamp black and naphtha and paint on the muslin as correct a copy of 
the sketch given as possible ; also adding the words "Merry Christmas To 
You." These words may be either painted on or they can be put on with 
black gummed letters. Around the edges of the barrel head stick some 
cotton puffed out to represent whiskers. Inside the barrel place an ordinary 
kerosene lamp, and when lighted it will show up in a manner which will 
attract everybody's attention. This same idea might be carried out at the 
store entrance or on the sidewalk. An empty barrel or dry goods box with 
the ends knocked out, a lamp in the middle and a muslin transparency on 
each end would draw the attention of all. — Mer. Pub. Co. 



TO DRESS SHOW WINDOWS. 



213 




f\ PRE.5E.NT 

For You in 
THE STOCKS 
E\/LRY CUSTo/«\£R 

ENTITLED TO 
_J O/NL. Caf^Aft. 



Winners For Holiday Trade. 

The American Advertiser recently published some seasonable suggestions 
in reference to making extra efforts to secure trade during the holiday season. 
For the benefit of our readers, we republish the article in question, with our 
hearty endorsements. 

"During the few days preceding Christmas every storekeeper expects 
a greater influx of visitors than at any other time during the year, 
consequently, it is his opportunity to do some effective advertising 'in 
a manner which will be long and pleasantly remembered by his customer's. 

We have many suggestions to make in regard 
to this matter, most of which will cost but a 
trifle, yet leave a very favorable impression. 
When the dry goods man sees the merry throng 
of children and misses filing into his store he 
should at once devise some means to make them 
remember the visit and talk about it. A very 
inexpensive and appropriate gift would be 
some pieces of patchwork material. Take 
about a yard from each piece in a pile of rem- 
nants and place them on top of each other, and 
commence cutting them into small irregular 
square or triangular pieces. After cutting up 
a few yards in this manner the cutter will be 
surprised to find what a number of pieces there 
are and how slight the cost has bsen. After- 
wards put an assortment of about a dozen 
pieces into envelopes, having the card of the 
giver printed on it, such as " Compliments of 

the Season, & Co., dry goods merchants," 

and hand them to each little girl or young 
lady who comes to the store. 

If it is not thought to be too expensive a 
matter, and it ought not to be, send the envel- 
opes by mail to the houses of the people whose trade is valued most. 

There are many other little things which might be given away but to 
make the disposition of them in a impartial manner, we would suggest a 
huge stocking into which each person entering the store should be allowed 
one dip. In offering this idea we would say that it need not be presumed 
that it is for one class of trade alone. Any storekeeper, in any line of trade, 
can carry it out with good results. 

To make the stocking is a very simple matter. Having decided on and 
procured the necessary materials for its construction, fold it and cut oar a 
pattern as near the shape of an immense stocking as possible. Then sew the 
two pieces together, and cut a hole in the position shown in the cut, ami 
place the cards with the appropriate wording suggested on it, and the stock- 
ing will be ready for the contents. The filling of the stocking can be done 
very easily at a small cost with articles from the stock. 




»L4 NEARLY THREE HUNDRED WAYS 

Dry goods and general store men can put in all kinds of things, such as 
small packages, containing pins, needles, baby socks, spools of thread, pieces 
of ribbon, litt e knick-knacks, and a hundred and one different articles. The 
grocer can put in packages of tea, sugar, spice, oranges, raisins, dried fruits 
and hot pepper for a change, or candy, good candy, and hot or cotton candy 
to cause a little fun. Any storekeeper carrying out this idea, might intro- 
duce the candy, and also a package of handsome picture cards in sets would 
be a good idea. A boot and shoe man could fill the stocking with various 
little things, such as button hooks, laces, baby shoes, shoe dressings, wooden 
spoons and many other articles which may suggest themselves. The idea 
must be to make the customer remember the visit. It is not advertising for 
Christmas trade alone; the effect must be of longer duration. 

For those storekeepers who do not favor hanging up the stocking we 
would make the suggestion that they do not allow this valuable opportunity 
to pass without some effort to make it remembered. It is a simple matter to 
give each customer a present as a slight recognition of the bestowal of his 
or her patronage. The little article mentioned as suitable for placing in the 
stocking could be presented to the customer on leaving. A boy might hand 
the things to customers as they pass out. Clothiers and gents' furnishers 
might give away collar buttons, grip buttons, cuff holders, &c, varying the 
expense of the gift with the nature and extent of the purchase. 

Hardware men might give away a package of tacks or stove blacking 
to their best customers. We have known occasions of this kind, when even 
the sewin -machine man has taken advantage of it by giving away a small 
bottle of machine oil ; no trade can be exempted from this profitable prac- 
tice, there is something small enough in every store to give away. 

Another good idea is to advertise that a present will be given to every 
seventh customer between certain hours of the day. The pub ic must not 
be told at what hour the count commences, but some time during the day a 
person should be stationed at the door and told to count every seventh cus- 
tomer and give them some small present. This plan would cause a great 
deal of talk and draw large numbers of people into any store. 

A fish pond conducted in the same manner as at church fairs would also 
prove a great attraction if some part of the store was cleared for the pur- 
pose. 

The storekeeper must make no charge for a catch. A cheap square 
wooden frame covered in with white muslin would be all that is necessary 
except, of course, the articles and a person seated inside the covered frame to 
hook them on. The customers should stand a short distance from the pond 
and be given a fish pole with line and hook attached. This they drop over 
the top of the muslin covered frame, and the person inside hooks on the 
present without having any idea who the recipient is. The nature of the 
articles might be the same as put into the stockings, but an occasional black 
baby doll would increase the fun very much. 

As a cheery welcome to visitors at a large store it is no uncommon for 
the proprietor to have an informal Christmas gathering and spread a table 
with sandwiches, cakes and other edibles, also hot coffee and tea. After 



TO DRESS SHOW WINDOWS. 215 

partaking of the feast customers walk around the store, listen to the sweet 
strains of music from a band hired to produce them and make their pur- 
chases. Everybody gets into a happy mood, and before the store is closed 
will make a purchase of something, no matter how small, and thus the store- 
keeper reaps his present benefit ; yet the benefits which he will derive later 
on far outweigh those of the present. 

The storekeeper who gives a good rousing, hearty reception to his cus- 
tomers at this season of the year will produce an effect which will be felt 
during the whole of the coming year; that is why we say, make a success of 
Christmas advertising by doing everything in a manner which will leave no 
room for criticism on the ground that it is done in a half-hearted, niggardly 
manner. 

It is also necessary to see that arrangements are made looking to the 
comfort of this rush of visitors ; have an attraction in every part of the store 
so as to divide the crowd up, and have good attractions in the window to 
draw the people from the outside. 

One more idea we would mention is for grocers or tea and coffee men. 
Give customers a cup of good tea and coffee with a ginger snap. Tell them 
it is to keep the cold out, at the same time do not omit to put up a card stat- 
ing the coffee which they are tasting can be purchased at — cents per pound, 
or that the tea is a special importation of some special brand from Japan or 
or China. The ladies will appreciate this act, but do not let the fact that 
this same tea or coffee can be purchased cheaper at the store in which it is 
tasted, than at any other store in town escape their notice." 



216 NEARLY THREE HUNDRED WAYS 



STORE DECORATION. 



It is frequently the case that men prominent in the community, State 
or nation, deserve some tribute in the way of general decoration. Usually 
this tribute is withheld from them until it becomes a mark of respect to 
their memory ; but at any rate storekeepers should always be prepared to 
offer it when occasion demands. There are many local celebrations, fairs, 
re-unions and similar gatherings of people, on which occasion an appropri- 
ate decoration will be most appreciated, and it will be considered as a very 
enterprising act. For such occasions The American Storekeeper gives some 
general hints as to the possibilities in this connection, which are easily 
accomplished without much expense. "We republish these hints herewith 
for the benefit of our readers : 

"The principal aim in decorations which are to be exposed for several 
days is durability. The weather is so changeable, and rain and high winds 
so damaging, that decorations after a storm usually present a most sorry and 
bedraggled appearance. 

It is well to have on hand, at all times, materials from which decora- 
tions may be manufactured. In general, these should consist of a few 
hundred feet of one inch boards, a few pieces of 2x2-inch sticks, two or 
three eight-foot flags of good quality of bunting, and a bolt of red, of black, 
of blue and of white bunting. It is well to remember that no good effect 
can be expected from cheap material, and it is wise to secure material to 
begin with which may be used indefinitely, by which course the decorations 
will always have a much richer effect than they will if made from cheap 
material which cannot be used again. 

Having secured good material for decorative effects, the next question 
to settle is the style of general decoration to be followed. In this there is as 
much opportunity for taste as in window dressing, and a quiet, dignified 
display will be better appreciated by most people than one in which those 
elements are lacking. If one has numerous swinging, flying and snapping 
streamers in his decoration, the general effect is bad, because the beholder is 
unable to comprehend the design; if, on the contrary, the ^decoration is 



TO DRESS SHOW WINDOWS. 217 

largely stationary, the beholder can readily make out the idea conveyed in 
the design, and its beauty is at once admired. In the suggestions we give, 
therefore, we have endeavored to select only such as will prove of a solid 
character. 

Among the most useful forms for decoration is the shield. This should 
be made after the United States shield as a guide, and should be made so 
firmly that it can be used over and over again. Any clerk who is handy 
with a hammer and saw can make the wooden shield, which should be of a 
size to correspond nicely with the space between the windows of the second 
story or the space over your door, or wherever you choose to place it. As it 
is to be used for a center-piece, usually its place will be over the door. 

On the back of the shield should be screwed a square frame, made of 
two-inch stuff, pierced at various angles and at varying distances with auger 
holes. On the two sides of this frame the holes should be bored to corres- 
pond. In these holes can be stuck the staffs on which the flags or bunting 
is to be draped. It will also be well to have a number of stout screw eyes 
in this frame at different points, as their use will bo apparent. 

When an affair is in progress in town for which you want a brick deco- 
ration, use as a center-piece the shield, covered with bunting— blue across 
the top, and red and white plaited bars at the bottom. In each side of the 
frame at the back, in the lower holes, place the staff of a flag, so that it will 
stick out at an angle of twenty-two and a half degrees from a line drawn 
horizontal to the bars. From these drape the flags neatly, forming a festoon, 
and bring the ends up behind the shield, where they may be secured by 
tying a stout cord around the gathered ends, and fastening them to screw- 
eyes. In holes next above, stick two more staffs so they will be at an angle 
of forty-five degrees. From these drape white bunting, bringing the ends 
up back of the shield as before, and making the festoons hang slightly over 
the flags below. At an angle of sixty-seven and a half degrees two more 
staffs are to be stuck, draped with blue bunting. In the top of the frame a 
third flag may be placed, draped to hang down a trifle over the shield. If 
desired, smaller flags may be draped on either side of the top one; if so the 
tops should incline outward a trifle. 

This suggestion, followed out carefully and with good material, makes 
a handsome decoration. It can be varied to suit any occasion. In place of 
a shield a star may be used, or the emblem of some society interested in the 
celebration. A little fertility of the imagination will serve to bring out 
other modifications of this design. 

In mourning decoration black and white are usually blended The 
shield may still be used, plaits of black and white relieving a plain black 
top White and black bunting may be draped from the staffs, or may be 
used with flags, in case the person who is mourned was a military character 
or connected with the government. 

In addition to this display, it is often feasible and desirable to show 
portraits, m which case they may be attached to the shield and surrounded 
by an evergreen wreath. 

If there are columns in front of the store, they may be twined with 



218 ' NEARLY THREE HUNDRED WAYS 

strips of bunting in alternating colors, but this should not be carried too 
far, as it has a barber-pole effect. 

Another mourning design which shows to good advantage is carried out 
by stretching two strips of black bunting diagonally across the large win- 
dows from corner to corner. Where they cross at the center they may be 
secured by a bow or rosette of white. A tasteful loop may be made of black 
and white across the top of the window. 

It is very effective to carry out a design on the interior of the window 
which will correspond with the occasion for which decorating is being done 
outside. This may be done by using of white and black only, or of red, 
white and blue only. 

This branch of storekeeping is not so necessary as some other details of 
business, but the possession of a knowledge of how to do it is what distin- 
guishes the wide-awake merchant from the dullard." 



Interior Decoration of Drug Stores. 

Commercial and professional success in the case of a druggist may de- 
pend largely upon the interior architecture and decoration of his establish- 
ment. Through the liberal allowance of window space accorded to the street 
fronts of most drug stores, the passerby receives at a glance a complete im- 
pression of the character of the interior. If that interior be clean, tastefully 
arranged and constructed in such a way as to offer an effect of harmony and 
symmetry, the wavering mortal without is, by some mysterious mental pro- 
cess, suddenly moved to remember that he needs a cake of soap, a sponge, a bot- 
tle of tooth powder, or at least a glass of soda water from the neat and artistic 
fountain, whose polished silver trimmings gleam out a welcome from the marble 
counter. If, on the other hand, the interior have that indescribable air of slat- 
ternliness and neglect which so many drug stores possess, if the arrange- 
ment of goods be careless and without sense of fitness, if even the architec- 
tural impression of the whole be unattractive, the average sensible man will 
pass on and seek a spot in the retail drug trade where the amenities are 
treated with more consideration. Externals are generally safe guides as to 
the character of internal matters. Experience proves that a badly kept 
drug store generally contains inferior goods of every description, from high- 
priced medicines down to five-cent glasses of mineral or soda water. 

Elaborate interior architecture and costly decorations do not come 
within the reach of every druggist. In many cases, indeed, they would be 
the height of pretentiousness and vulgarity. The essentials of good archi- 
tectural arrangement and decoration are all, however, within the limited 
range of business practicalities. A nice adjustment of means to ends, a 
proper sense of fitness, a desire to place every object in its most advantag- 
eous position with relation to other objects, the economy of space, the judic- 
ious application of the primary decorative principles of form and color, are 
all matters with which every individual can deal according to the amount of 
light he has in his store. 



TO DRESS SHOW WINDOWS. 219 

It is never well to encumber a drug store with obtrusive, bulky objects, 
whether in decorative or mercantile intent, but an unpleasant bareness of 
effect should also be avoided. There is a drug store in New York on one of 
the fashionable thoroughfares which may serve as a good application of this 
principle. It is unusually deep and wide. The counters and glass cases 
run the length of the store, where they join a carved wooden partition 
screening the druggist's laboratory. The effect of the store is a painful 
nudity, and the person entering at once receives a disagreeable impression. 
This might be easily counteracted by the judicious introduction of a few 
decorative objects, say flowering shrubs or stately plants in jars of goodly 
fashion. Better, indeed, would be aquatic plants or some small aquaria in 
which plants of different kinds should gracefully reveal and partly conceal 
the gambols of small fish and other living creatures, and shining pebles and 
shells should glimmer in the sunlight that streams in through the windows. 



"A place to sit down " is one of the constant demands of drug store 
customers, and it too often remains ungratified. The druggist who provides 
seats which can be occupied without danger to the delicate wearing apparel 
of ladies, children and nice young men, is a public benefactor, and will reap 
his regard in the shape of a large soda water trade. As matters stand, there 
is generally in the average American drug store one chair, with a forgotten 
wet sponge on the marble floor at one side, a cuspidor at the other. This 
seat is apt to be found by the weary customer monopolized by the drug store 
cat, who objects to being dislodged from her position. 



A drug store ought not to smell like a hospital, a sick room or a ceme- 
tery. Customers are not patients, and a healthy human being has, as a gen- 
eral thing, a hearty dislike of whatever suggests illness or death. Decora- 
tive plants and flowers should play, whenever it is possible, an important 
part in the interior economy oi the drug store, and among them it is well to 
choose a few for qualities of healthful, spicy fragrance. 



Hanging lamps are always safer than any other kind, as well as far 
more effective, and they give all the light that is necessary. They are es- 
pecially adapted to the night-watches that fall to the lot of every druggist. 
The fashionable idea of casting rosy lights upon surrounding objects by 
means of glass or silk shades might be applied by the druggist with good 
effect so long as the result was not obtrusive, finical or unsuitable to the 
conditions of the store. 



Minor decorative objects may be left to the taste and discretion of the 
individual druggist. Mirrors are employed by some and not by others. It 
is a sound principle, however, based on knowledge of human nature, that 
the presence of a mirror, especially a full length one, will always attract a 
woman and frequently a man. Comparatively few people possess full length 



220 TO DRESS SHOW WINDOWS 

mirrors, and yet every one at all afflicted with personal vanity yearns to sur- 
vey himself or herself from head to foot. Personal observation will soon 
assure the druggist that the presence of a full-length mirror by the side of 
the soda water apparatus will insure him considerable custom. There exists 
a closer relation than many persons suppose between human vanity and soda 
water. The average American young man and the average American young 
woman are drawn together by vanity and what might be called mutualistic 
self-love. The experience of the average druggist teaches him that consum- 
ers of soda water at all seasons are apt to hunt in couples, and, in Scriptural 
parlance, they are created male and female. The connection is obvious. In 
order to attract the woman, and consequently the man, the soda water coun- 
ter and apparatus must be clean, decorative and generally enticing. No wet 
marbles, ancient sponges, dingy glasses or marauding flies should be allowed 
anywhere near it. Seats clean, comfortable and well-kept are especially de- 
sirable here. Feminine finery must be carefully treated by druggists who 
would be popular. 



Where circumstances permit of the luxury, a small fountain, such as 
one sees in many pastry cooks' establishments and restaurants, placed in the 
centre of the store, forms a very pleasing and comparatively inexpensive 
decoration. If a stove be used for heating, it should be decorative in char- 
acter, in good taste, and not placed where people will stumble against it at 
every turn. The wall arrangements and shelves containing rows of jars 
afford good opportunities for the exercise of the decorative faculty. Drug- 
gists' jars are generally sufficiently decorative in themselves when good 
models have been followed by the potter. Handsome, solid woods, in their 
natural colors, are the best materials for mouldings, carvings, shelves, slid- 
ing doors and similar finishings of the store. — Am. Druggist. 



The Architecture and Arrangement of Drug Stores. 

The question of color in drug stores is one that demands careful study 
and consideration. Every drug store should be pitched in a certain key of 
color which should be relatively regarded in every accessory and detail. It 
is not necessary that the keynote should be struck by any one object, but 
whatever object be chosen to lead the rest, its leadership should be con- 
sistently recognized and followed. If, in remodelling or refitting his store, 
the druggist remembers that he owns a handsome set of cherry-wood cases — 
a brilliant orange-red in color — he would scarcely wish to fresco his ceiling 
in light blue's or rose-pinks, or to paper his walls with a design in crimson - 
red. He would rather regard his cherry-wood fittings as the color keynote 
of his scheme and carry it out through all the component parts. If the 
druggist, for example, moved into a store that was handsomely papered, he 
would do well to take the colors and the tone of walls and ceiling for the 
keynote of his decorative scheme, and make all the other elements harmonize 



TO DRESS SHOW WINDOWS. 221 

with them or else contrast agreeably. Where curtains and portieres are used in 
dividing the sections of a drug store, they should be chosen with great care, 
both as to color and texture. Any decorative material is permissible within 
certain restrictions ; but cheap, tawdry and pretentious fabrics, especially 
those verging on the brocaded damask order, should be shunned. Among 
lighter fabrics, he can always fall back upon Indian silk, an essentially 
artistic material, beautifully pure in color and forming graceful folds, what- 
ever its arrangement may be. Plushes of good color and silken texture 
make sumptuous hangings, and English velveteens, which look almost like 
silk velvet, have a rich look, used as curtains, especially in dark colors. 
Gold and silver fringes add much to their effect. There are many inexpen- 
sive Oriental fabrics which make admirable hangings. India (Delhi) shawls 
can be used as portieres and are very handsome in that relation. These 
shawls are rich in color, dull orange-red generally forming the ground tone, 
and they would harmonize exquisitely with cherry wood. Imagine such a 
scheme of decoration with green plants in light bronze jars, bits of wrought 
copper or bronze work about doors and windows, and wall and ceiling cov- 
ered with paper in which orange-red of good tone was the prevailing note. 
Of course, so strong a color would have to be very skillfully managed to prevent 
its becoming obtrusive or wearisome to the eye. More attention should be 
paid to the question of portieres and curtains by druggists than has hitherto 
been accorded. As far as beauty is concerned, they can be made to add 
greatly to the attractiveness of the store. There are various ways in which 
they can be made useful besides dividing the store in connection with the 
wall-arches. This, of course, depends upon the architecture of the estab- 
lishment. The keynote of color may be struck by the portiere, and every- 
thing else in the store may be keyed up or down to meet it. 



An original device in drug store decoration would be the development 
of a single decorative idea, say the Japanese, the Egyptian, renaissance, or 
the American colonial. This fashion is much followed at the present time 
in the decoration of dwelling houses, and the same principles may be appro 
priately applied to drug store adornment. A drug store fitted up in Japanese 
style would be extremely attractive. The scheme might be made elaborate 
and costly, or simple and inexpensive, according to circumstances. 



A good scheme for a small, narrow drug store had the cases and wall 
fittings in white maple — a graceful, unobtrusive kind of wood of a mottled 
cream color. The walls were covered with a paper in which pale yellows 
and browns predominated. On the ceiling the same colors were found in 
broader masses and combinations. In the small window were the usual 
brilliantly colored bottles, with different harmonizing objects tastefully dis- 
posed about them. The soda water apparatus was of neutral-tinted marbles, 
and the counter before it was hollowed out to economize space. A good bit 
of decoration was formed by a brass wire object, several feet high, and shaped 
like a squat obelisk, which was full of sponges. This was placed between 



222 NEARLY THREE HUNDRED WAYS 

the window and the soda water counter. The prescription desk showed a 
rather neat arrangement. It was of white maple, simple and light in style, 
harmonizing with the character of the wood. It completely separated the 
store proper from the laboratory behind, and entirely concealed it. The 
lower part on either side consisted of inclosed shelves, containing perfume 
bottles and similar goods. A fine plate-glass mirror, over two feet wide, 
extended to the top of the desk, giving a long and narrow effect, and 
reflecting everything that passed, the door being directly opposite. On either 
eide of the upper part of the mirror, above the cases of perfume bottles, was 
an alcove draped with small curtains of dark red and dark green velvet, 
bordered with gold fringe and looped back like window curtains. Each 
alcove had one dark red and one dark green curtain. In one alcove was the 
conventional jar filled with dark red liquid. In the other, at the left, was a 
corresponding jar filled with light green liquid, which gleamed and wavered 
in a mysterious and alluring manner, and was as translucent as a bit of 
Venetian canal with the spring sunlight upon it. Looking in at the shop 
door or window, this green light immediately attracted one's attention, and 
seemed to beckon one on like a sort of drug store Lorelei. This nofel and 
admirable bit of stage effect was produced by keeping a gas jet constantly 
burning behind the jar. It was not visible from the front. This prescrip- 
tion desk was not only a capital example of color arrangement, but it 
illustrated an important decorative principle in the lighting. Without this 
effect of light, the shadowy dusk at the back of the store would have robbed 
the colors of their effect, the front part of the establishment being in strong 
daylight. The hidden gas jet supplied the necessary relief. — Am. Druggist. 



TO DRESS SHOW WIKDOWS. 223 



ADVERTISING METHODS. 



Under this heading we have placed such suggestions as can be utilized 
for the purpose of calling attention to your store by the adoption of novel 
advertising methods, other than through the medium of the newspaper. In a 
large number of cases many of these ideas have been used with satisfactory 
results, and they are of such a character that they do not lose their value on 
account of having been used before in other sections of the country. 



Playing Card Advertisements. 

A good idea in the shape of dodgers and one that has proved eminently 
successful is to have your advertisement printed on the back of cards cut 
and made like playing cards, with colored backs. In distributing them, 
have some one hand them out face downward, and in this way arouse a per- 
son's curiosity to see what is on the other side. 



Music Hath Charms, Etc. 

A leading boot and shoe dealer adopted a rather novel scheme for draw- 
ing trade to his store, and the result proved that his idea was a good one. 
On Saturday nights he clears his store for a reception, provides music, and 
dancing is indulged in. Admittance to these receptions is gained by tickets 
presented to the better class of purchasers who patronize his store during the 



week. 



Hand Signs. 

One of the best devices for attracting attention to your store is to have 
a number of enormous wooden hands made, placing them at the nearest 
street corners pointing to your store, in front of which should be placed 
another one pointing directly into the store.— Am. Advertiser. 



224 



NEARLY THREE HUNDRED WAYS 



Making Good Use of a Dog. 

A leading firm in a Western town made use of a large New Foundland 
dog as an advertising medium in the following manaer: "We* took 
a pasteboard card and tied a string to each end, then had printed thereon 

dry goods, clothing, hats and caps at & Sons, and placing it in the dog's 

mouth turned him loose upon the streets. We then made him sit in our 
show window with it and everybody came in to see the dog advertiser, and 
our dog and store became the talk of the town." Merchants who are so 
fortunate as to own a large dog might use this idea to advantage. 



A Circus Ticket. 



The following novel method for attracting trade was used by a firm in 
a* Western town when Barnum's circus was in the place, and proved most 
effective. They had several thousand tickets printed, on one side of which 
was a number of illustrations that were secured from the circus people, 
showing different kinds of animals, while on the other was the following 
wording : 



IF YOU WANT TO SAVE MONEY FOB 

BARNUM'S CIRCUS, 

BUY YOUR 

Boots and shoes of & Co., and you will 

ADMIT ONE 

thing, and that is that they sell boots and shoes cheaper 
than any other firm in town, and will also have a full stock 
after supplying 

P. T. BARNUM'S 

Menagerie, 






A similar method could be profitably employed by any wide-awake mer- 
chant whenever a circus comes to his town. — Am. Advertiser. 



A Depot Clock. 

In the Pennsylvania Eailroad depot, Jersey City, there is an advertising 
clock which would make an excellent advertising medium for a syndicate 
of merchants in some thriving city where there is a large waiting room at 
the depot. The cost would not amount to much when divided up among a 
number, but it would be worth a good deal to the merchants having an 
interest in it. The dial of the clock and the upper part does not differ from 
any other clocks, but in the place where the pendulum is usually seen 
swinging there is a printed advertisement about a foot square. By a simple 
mechanism this advertisement changes every minute, so that each advertise- 
ment in turn comes to the top. 



TO DRESS SHOW WINDOWS. 225 

A Black Front. 

Two metropolitan merchants not long since adopted a startling method 
of attracting attention to their storey. One of them covered the whole front 
of his store with immense sheets of black muslin, on which appeared such 
lines as the following : "A black week for us ! This large stock of goods to 
be slaughtered ! Funerals of our stock ! " At the top corners were painted 
skulls and cross-bones. This made a very striking display, of course, but 
the admiration of the public was changed to smiles the next morning, when 
a competitor across the street hung out an immense placard with the follow- 
ing: "There is no one dead at our house; no one sick! Everybody con- 
nected with us is feeling quite well. Why is it thus, did you say? Simply 
because we haven't got to go into mourning on account of sins committed by 
buying an overstock of old, out-of-style goods, below market prices, to ena- 
ble us to establish a gift enterprise, foreign to legitimate business." The 
result was that these two striking advertisements drew more trade into 
both houses than either would have brought alone. — Am,. Advertiser. 



Signal Service Reports. 

In small towns where no signal service stations are located, the United 
States Government will furnish daily weather reports to the first responsible 
party who will apply, and agree to erect a staff and display the signals. The 
staff need not be a very expensive affair, and the flags cost from ten to 
twelve dollars, according to the quality. In places of any size the govern- 
ment furnishes the service positively gratis, and where it is impracticable 
for the United States to bear the expense, only the bare cost of the telegrams 
at one cent per word is made. As will be plainly seen, it is a splendid 
advertisement; not only does it attract almost constant attention to your 
place of business, but you may have the signal code printed on your business 
cards for free distribution among your customers, and you will get much 
free advertising in the newspapers in return for the use of your dispatches. 
The cost is comparatively light, and it takes but little time to attend to the 
signals. Communications in reference to the display of these signals should 
be addressed to Chief Signal Officer, Washington, D. C, and the flags and 
staff may be obtained of the publishers of this book.— (See descriptive adver- 
tisement in back.) 



A Jackass Advertisement. 



A novel method used for advertising a retail clothing store in a Western 
city consists of a live jackass standing in the front window, the animal being 
promised as a prize to any purchaser who guesses the exact number of hairs 
in his tail. 



226 NEARLY THREE HUNDRED BAYS 

A Tin Basin Idea. 

"An enterprising hardware dealer in a country town invented the follow- 
ing striking device to attract attention and draw trade to his store, and he 
did so most effectually: In front of his store he erected a strong pole, and 
attached sets of four arms. At the end of each arm on the lower course, he 
placed four bright tin basins, with the concave side out. On the second set 
of arms he placed four more basins, with convex exposure. The wind car 
ried them around in different directions, and their brilliant reflections in the 
sunlight and their swift and erratic motion served to attract attention even 
at a distance." These rows of alternate basins may be made increasing or 
decreasing in size like an inverted pyramid or cone, and a pretty effect be 
produced, or lettered with paint as to price or bargain goods inside the store 
and thus utilized for any line of business. — Am. Advertiser. 



Bulletin Boards. 

A very good plan and one which is freely adopted by storekeepers is to 
place out a bulletin board every day like this : 



SPECIALS FOR TO-DAY. 



[Here follows a list of special offers.] 



The words "Specials for to-day" is painted on a blackboard at the top 
and below it, one of the clerks who is handy in using colored chalks writes 
the special offers they are making on that day.* 



"It's English, You Know!" 

Here is a sample of English sensational advertising which is not so slow 
after all. A correspondent passing through Silverdale observed the strange 
announcement: "Notice! one farthing reward! Lost, stolen, or strayed, a 
flashy young lady, height 5 feet 6 inches, dark eyes and hair, wears a black 
velvet jacket, a fashionable hat, carries a. muff and silk umbrella, is very 
conceited, was last seen about half-past five Sunday night ; any person giving 
such information as will lead to her whereabouts, will receive the above 

reward from , who is now selling good potatoes at one shilling per peck." 

This is one way of advertising potatoes, and might be advantageously used 
to advertise other goods. 

A Novel Idea. 

A Chicago storekeeper has bought a large number of antiquities and 
curiosities and has fitted up a large room as a museum. He invites every- 
body to inspect it and makes no charge for admission. 

*See prices and .description of Bulletin Boards in back of book. 



TO DRESS SHOW WINDOWS. 227 

How Many Beans? 

An excellent means for attracting attention to your store and at the 
same time of securing trade is to fill an ordinary fruit jar with common 
beans, and place it in a prominent position in your window. 




To each purchaser give a printed card, on one side of which have your 
advertisement, while on the other a blank space for the name and date, as 
also their guess. The idea is that each purchaser has the privilege of guess- 
ing how many beans are in the jar, and which is to be opened and the beans 
counted at a specific time, and the purchaser that comes nearest to the 
actual number to receive any article that you may decide to offer. If in the 
clothing business, give a suit of clothes or an overcoat to the person who 
makes the nearest guess, and something not so valuable to the second, third, 
fourth, etc., giving as many prizes as your judgment may dictate. Although 
this idea is an old one and has been tried before, yet its novelty never wears 
off, and it will be found an excellent advertisement. • 



Startling Advertising. 

The clothiers seem to have the monopoly of startling advertising for the 
present. A leading firm recently advertised a "Bloody Monday," and came 
out with windows and the entire store front dyed and swathed in the san- 
guinary color. It was a gory time, and the crowd drawn to this slaughter of 
stock, so packed the sidewalks and besieged the store that the doors had to 
be closed and customers admitted in squads sufficiently large to handle. On 
the week following, the Sunday papers announced a "Black Monday" for the 
same firm to dispose of its dead and wounded. Black, ghastly and sombre 
took the place of the previous red, and the funeral was as largely attended 
as was the slaughter. There were not many mourners, and proceedings were 
about as lively as an old-fashioned wake. Nothing beats lively advertising 
to wake a dead season. 

A Paying Scheme. 

Any dealer in rubber coats who wants to get the trade of his town in 
that line cannot adopt a better paying plan than to sell half a dozen team- 
sters a coat each at about half-price or give them away providing they will 
wear them with his name and address painted on the back. It w T ill be the 
best advertisement he can get and the cheapest in the long run. If only one 
is given away in that manner it will be a paying scheme. 



228 NEARLY THREE HUNDRED WAYS 

A Novel Attraction. 

From an English journal we learn of a very novel scheme for attracting 
attention, which can be used by a merchant in any line of trade. A large 
wax candle was purchased and tickets were given to every person purchasing 
to the value of 75 cents or more, and on which they were allowed to register 
their guesses as to the length of time it would take for the candle to burn, 
prizes being given to those who guessed nearest to the number of hours. 
We copy the gentleman's description of his "guessing competition:" 

The candle was made of pure beeswax and weighed 31 pounds ; it 
measured 4 inches round the top, and 5 I inches round the bottom; it cost 
me $l.87£ net, being at the rate of 50 cents per pound. I gave all these 
particulars to the public. I said it was made of the best materials, and as 
the wick ran right through, it would burn to the last bit; I also stated that 
it would be burnt in one of the shop windows out of a draught. Care must 
be taken in handling the candle. I prudently had two for fear of a mishap. 
I had a large tin candlestick made for it, exhibiting it in one of my shop 
windows, labeled "Ye Candlesticke !" This was a great attraction. 

As I have two shops three miles apart, I put one candle in a window of 
each shop, causing crowds to talk and wonder, etc. In fact the competition 
excited such a sensation that the police were sent to see if they could not 
stop it, bat I soon convinced them of the absurdity of their mission, and 
they left me in peace. I offered $25 in six prizes — first, $10 ; second, $5 ; 
third, fourth, fifth and sixth, $2.50 each for those who made the best 
guesses, and stated that in case of a tie the prize would be divided between 
those who guessed alike. When announcing the match I fixed a date for 
lighting the candle some five or six weeks hence at ten o'clock on a market- 
day morning. Every person buying half a pound of tea at 75 cents and 
upward was presented with a ticket very much like a railway ticket, of 
which I got 1,000, numbered from 1 to 1,000, drawn up like this : 



BURNING CANDLE 

ton. 

hours. 



o : 

*° : COMPETITION, 



A ticket was given with every half pound of tea, and one customer got 
not less than thirty. By not giving tickets to purchasers of 50 cent tea, 
considerable numbers took 75 cent, who before had never paid over 50 cents. 
I also stated that when once the candle was lighted no tickets would be 
received. The ticket box was an old tin, similar to a square biscuit tin, 
which I papered all over with white paper, leaving a slit in the top for the 
admission of tickets. As the customers were served with tea their names 
and addresses were written on the back of the ticket, and the number of 
the ticket and name were entered in a book kept for that purpose ; this 
saved all possibility of dispute. On the bottom of the bill and advertise- 



TO DRESS SHOW WINDOWS. 229 

merit it was stated the box would be opened at the close of the competition 
by two disinterested gentlemen who would not be allowed to compete. In 
my case an alderman and a town councilor voluntarily discharged these 
duties and gave great satisfaction. 

To make it as attractive as possible I had the lid of the box the candle 
came iu painted white and marked with black for feet and inches, placing 
the bottom on a level with the feet of the candle, so that when it was 
burning persons could see at a glance how it was going on. The candle was 
lighted every morning at 8 o'clock and put out at 8 P. M., and every day 
was posted up how many hours it had burned when it was put out the night 
before at 8 o'clock. By these means the interest grew until there was a 
continual crowd discussing its progress all the time it was burning., In 
conclusion, as to its financial aspect: I gave the public really good value for 
their money in the quality of the tea, the result being a large augmentation 
of my tea trade, and 1 calculate that I netted about $25 profit on the venture 
besides Ihe money I gave in prizes. — American Storekeeper. 



A merchant in Woodstock, 0., tried the above scheme, and he relates 
below "how he did it :" "We gave out cards five months, giving a card for 
every sale over 10 cents, but oaly gave one card to any customer should the 
purchase be great or small. We only kept account of the number of cards 
given out, and found that we had given out in five months 19,366. We often 
sold $20 or $30 bills and only gave one card. The contest was decided by 
three disinterested men, a president of a bank, an ex -State senator, and a 
prominent farmer. The card contained a list of prizes to be awarded, alto 
full explanation of the rules to be carried out, and a small advertisement of 
our business. Don't be afraid to give away a number of nice, useful presents, 
as it will all come back in due time with good interest. To the score of 
letters asking if it were a success we would emphatically answer 'yes.' The 
more advertising you do the grander will be the result. When our candle 
was burning it was almost impossible to get in our front door. To one and 
all we say try it, and you will find it to be an excellent advertising scheme." 



Advertising Purses. 

A Pittsburg storekeeper recently purchased a quantity of advertising 
purses and adopted a novel method of distributing them. He had a slip of 

paper printed, reading : "Pat money in this purse and go to 's and buy 

some of his bargains in dress goods." In each of the purse3 he placed one of 
these slips, and daring the time when la lies were out shopping he hired a 
man to walk around and hand them to ladies on the crowded streets. Of 
course the parse bore his imprint in gilt htters, This unique scheme was 
an immense success, and the cost of it was very slight when comp.ired with 
results. 



230 NEARLY THREE HUNDRED WAYS 

An Effective Way. 

For the purpose of distributing circulars and dodgers a large storekeeper 
in Pittsburg employs an immense colored man whom he dresses in a uniform 

aud has embroidered on his back, "This belongs to the furniture man." 

So long as the colored man gets his money Saturday night regularly he does 
not dispute the ownership, and takes the jokes of the populace who greet 
him on his rounds all in good humor. It is a very effective way of advertis- 
ing. After seeing the grotesquely dressed darkey the people are sure to read 
the dodgers. 

Take One I 

An enterprising firm on Broadway, New York recently took advantage 
of some workmen tearing up the street in front of their store with good 
effect. Directly in front of the door was a large pile of stones. Upon these 
on the side towards the pavement they placed a large placard with the invi- 
tation : "Take one ; for particulars see other side." The grotesqueness or 
absurdity of the invitation was sufficient to command attention, and every 
one wanted to know what was on the other side. Going around the pile of 
stones to get on the other side he saw on another placard, but in small letters, 
a special offer the firm had to make on a certain line of goods. 



A Contrast. 

One of our large clothing stores took advantage of a cold wave to get 
their name before the public, after a somewhat novel fashion. In the midst 
of the red-nosed, fur- clad crowds in the streets was discovered a man clad 
in a duster, while on his head was a wide brimmed straw hat, suggestive of 
July and sunstroke — a wide band running round the hat with the name of 
the firm gilded thereon, and also painted in large letters on his back. Of 
course everybody turned to see the man who was crowding the season so 
ridiculously, and were bound to read the firm name on the hat- band. 



An Advertising Giant. 

The proprietor of a general store in a large town hired a giant who 
happened to be out of an engagement to do odd jobs around the store. The 
ridiculous ease with which he handed down articles from high shelves while 
a diminutive clerk was hunting the step ladder was very amusing, and the tall 
man's presence attracted many people to the store. 



An Attractive Sign. 

If any storekeeper wants to make an attractive sign for a small cost let 
him buy a small wire spring, such as is used to suspend bird cages and 
attach his sign to it. Then by a slight touch set it in motion and it will 
bob up and down for hours together and cause everybody to look at it. 
When possible hide the spring. 



TO DRESS SHOW WINDOWS. 
An Ingenious Device. 



231 



A novel means of advertising and one that is a source of amusement and 
also value is the test for color-blindness. In order to do this it is necessary 
to have a card printed as follows : On one side have your name printed in 
bright red letters in large type similar to the following : 




In the center there must be a small white diamond space, with black 
border as shown in cut. On the reverse side of the card there must be a 
perfectly black square with a small white space in the center of the same size 
as the diamond on the front. 




The following instructions should be printed in small type on the front 
side: "If you will look steadily at the diamond in the name for thirty 
seconds and then transfer your gaze to the diamond on the other size for the 
same length of time, you will see in the blank space on black square the 
name you see on the front in red. If the name you see the second time is 
red your eyesight is all right ; if not red, you are color blind. This is an 
infallible test." It is understood of course that the location of your store and 
the character of your business is to be printed somewhere on the card, but 
it should not be so prominent as to detract from the object of the device. 



An Indian With a Plug Hat. 

It is making use of the most unexpected methods of advertising that 
causes the most attention. A ready-made clothing dealer bought an Indian 
tobacco sign and he sticks it at his store door every day with a cheap suit of 
clothes on, and a. plug hat. The spectacle is intensely comical, and it is 
unnecessary to add, it draws a crowd. 



232 NEARLY THREE HUNDRED WAYS 

Keen Advertising. 

Advertising that will stop half a city in front of your window and bring 
thousands of them in to buy, is high art; even in these days when advertis- 
ing is a science, with its professors and past-masters. The Glen Shirt Co. 
filled up Tremont street in front of their Boston store recently with a push- 
ing, struggling mass of humanity anxious to get a front place before the 
window. The crowd finally grew to such proportions that passers-by 
couldn't get by at all, and then the police entered and told the manager that 
they'd take him in unless he took in his attraction. But the show 
went on just the same. The attraction was an Indian woman making 
baskets. She was dressed in Indian costume ; in the background hung a large 
gray wolf- robe; at one side was a section of an Indian wigwam, and oppo- 
site crouched a stuffed bear cub. The curious scene proved remarkably 
attractive during the week of its exhibition, and thousands of buyers came 
into the store for the baskets and other goods. — The Haberdasher. 



Free Music, 



A number of storekeepers throughout the country are doing some very 
effective advertising by giving away a piece of music, some instrumental and 
some song music, with a purchase from their stores. The idea is a very good 
one and draws lots of trade, particularly if you do not advertise the fact but 
just slip the music into the package. The unostentatious manner of giving 
it makes lots of friends. Suitable music can be bought with the storekeepers 
advertisement printed on the back. 



A Great Display. 

The extent to which advertising tactics are carried in large cities may 
be illustrated by an opening of an immense new clothing house in an 
Eastern city recently. About 8 o'clock in the evening wagons commenced 
to draw up in front of the store gaily decorated with bunting, flags, etc., 
and soon afterwards men and boys emerged from the building wearing huge 
masks and skins, etc., some resembling lions, some tigers and every wild 
animal which can be mentioned. A few mounted into each wagon and 
imitated as best they could the antics of the animal which they were sup- 
posed to represent. Then headed by a band the procession started and 
wended its way through the principal streets of the town. The people 
came out in flocks and thought it was a torchlight circus parade, but when 
they read the transparencies with the name of the enterprising firm on 
them they at once knew what it meant and the next day every man, woman 
and child knew about the new clothing store. 



TO DRESS SHOW WINDOWS. 233 

A Sign Which Attracted Attention. 

It often happens that anything out Qf the ordinary run will attract more 
attention than the adoption of a carefully prepared plan, and this idea may 
be carried out in various ways so as to be utilized as a valuable advertising 
means. In one of the large cities not long since, it was noticed that quite a 
crowd had collected in front of an unpretentious store, and many and varied 
were the expressions and comments made by passers-by. On closer investi- 
gation it was found that the following sign was the cause of the commotion : 



LADIES DRESSED, 
CLEANED AND DYED. 



It was not long before the proprietor's attention was called to the crowd 
that blocked his sidewalk, and, ignorant of the cause he rushed to the door, 
asking "What is the matter here ?" "Is my store on fire ?" "Has anybody 
been hurt ?" A second glance at his sign, however, solved the difficulty, for 
he found that he had used the letter "S" in one of the words on his sign, where 
he should have used a "D" and which should have read: 



LADIES DRESSES 
CLEANED AND DYED. 



A Red Ink Scheme. 



If any enterprising merchants want to do anything of an exceptiona 
character in the line of newspaper advertising, let them imitate a brother 
merchant in a small Oiiio town, which is steadily pushing itself into promi- 
nence through the enterprise of its business men. He made an arrangement 
with the publisher of the local paper to print his advertisement in bright 
red ink. Inasmuch as it took up two entire columns, the effect was very 
giddy, and must have surprised everybody in town, and caused them to talk 
about it. Such ideas as these are worth emulating. 



Package Carriers. 

It is a very good idea and is being much used to give away package car- 
riers when a customer makes a purchase of a somewhat heavy nature. Car- 
riers made of wire with round wooden handles can be bought very cheap at 
wholesale, and they make an excellent advertisement. Little things like this 
are always remembered with pleasure by a customer.* 

*See back of book for advertisement of these carriers. 



234 NEARLY THREE HUNDRED WAYS 

A Good Scheme. 

The proprietor of a corner grocery in the suburbs of a large city recently 
hit upon a very good scheme for getting himself a good name and cheap 
advertising. A little girl had been in the habit of coming regularly to the 
store to borrow the daily paper. One morning a bright idea struck the 
grocer and he ordered a rubber stamp with these words on it : 



BORROWED FROM , THE 

CORKER GROCER. 



Instead of buying one copy of the paper as heretofore he got a cheap 
rate on half a dozen copies and everybody in his neighborhood wants to bor- 
row a paper. This simple means has drawn him lots of trade. 



A Living Advertisement. 



A large candy house whose store is in a two story building do some 
eccentric advertising by hiring a tall, colored soldier to act as sentry on the 
roof of the building. From morning till night he can be seen pacing to and 
fro with measured step, stopping only at intervals to execute some very 
clever manipulations, with his rifle, then proceeding with his monotonous 
tread to play his part of a living advertisement. 



A Movable Advertisement. 

A retail shoe dealer attracts the attention of people to his store on Sat- 
urday evenings, when the streets are usually much crowded, by having a large 
advertisement placed upon a white screen, which occupies the entire back 
portion of a light sulky carriage. The retailer thinks the scheme a good one, 
and he has it on the streets every Saturday evening when it is pleasant Such 
advertising is not expensive. 



Free Candy. 

A prominent dealer in dry goods and carpets in Fremont, Neb., is mak- 
ing quite a hit by giving away a small box of candy with purchases from his 
store. On the lid of the box he puts a gummed label reading, "Compliments 

of dry goods and carpets." It would be difficult to conceive anything 

which would have a better effect on the mind of a customer, especially a 
lady, and as candy put up in small boxes can be bought cheaply at wholesale, 
this scheme will commend itself to the consideration of enterprising store- 
keepers. 



TO DRESS SHOW WINDOWS. 235 

Novel Advertising. 

"Business men are quick to seize any opportunities for novel advertis- 
ing," remarked a Baltimore merchant recently, "and anything that will 
attract attention is quickly appropriated. . For instance there is a young 
man who keeps a store not far from here. Some time ago an artist who 
sketches profiles appeared in town. The young merchant met him and 
offered him room to work in his store, thinking that he would draw custo- 
mers by having this as an attraction. The scheme worked well. People came 
in to watch the artist work and nearly everyone would buy something. 
His business has increased to nearly double its former size, and he is 
delighted with his venture. Prompted by curiosity men dropped in to see 
what is going on, and to pay for the privilege of watching for a time they buy 
something. This is but one of many instances I know of where similar 
schemes are employed. In this latter day the business man first aims to 
attract the attention of the people, and then secure their money." — Daily 
News. 



A Summer Opening. 

A most effective summer opening in connection with a gents' furnishing 
store occured recently in Chicago. A beautiful program of artistic design 
was distributed in the morning, naming the various pieces of high class 
music which would be played in the evening from four to seven o'clock by a 
first-class band of musicians placed on the balcony over the store. This 
served as the attraction to the outside, and to please the customers who 
entered, the offer was made to give the choice of any necktie in the store to 
any person who purchased a shirt valued at one dollar or over. In addition 
to this passers-by of the male sex were presented with a very useful and 
handsome little note book. 



Putting A Scale to Good Use. 

A Pittsburg firm recently placed a platform scale on the pavement in 
front of their store door, with a large inscription on it inviting passers-by to 
weigh themselves. On top of the scale they put a lot of their business cards 
printed in an attractive manner, and consequently everybody that took the 
trouble to ascertain their weight also carried off one of their cards. These 
cards had their advertisement printed on one side, while on the other was a 
place for the name of the party with a blank place to record their weight, 

date, etc., and also stating that they were weighed on & Co's scale. The 

number of persons who took advantage of this offer averaged about ninety an 
hour. It was not a bad idea and could be imitated by enterprising store- 
keepers in other places. 



236 NEARLY THREE HUNDRED WAYS 

Self-Addressed Postal Cards. 

Wide-awake family grocers in larger cities and towns will find it a most 
profitable method to distribute self-addressed postal cards at the houses of 
their best customers, or among other people who are likely to give good 
orders, or whose trade they desire to secure. These cards will be a reminder 
to your customer and will bring in a large amount of trade that could not 
be secured otherwise, for frequently some little things are wanted in the 
house, that in the absence of any immediate means of communication, may 
be overlooked altogether, or frequently purchased elsewhere on account of 
convenience. 



A Gift Scheme. 

From a country town in Wisconsin comes the news of a small gift 
scheme which costs but little, yet is very effective. The proprietor of a 
general store gives away a copy of the daily paper (costing only one cent) 
to each purchaser who comes to the store in time, a limited quantity only 
being purchased. Simple as this may seem and costing only about fifty cents 
a day in that small place, it draws lots of trade, particularly from those who 
come from a distance and wish to take a paper home with them. 



Novel Ideas for Marking Prices. 

Among novel methods of marking prices on goods, the following have 
recently been noticed : An alpaca umbrella spread out was marked in white 
paint, "Get under this for $1.85." Some cheap socks were marked "Push 
your feet in these for a quarter." Handkerchiefs in the same store w T ere 
marked "Wipe your nose with these for a quarter," while suits of under- 
clothes were marked "Let us embrace you at two dollars the suit." 



A Big Hand. 

A merchant in an Ohio town recently adopted a very novel idea to adver- 
tize his store. He employed a cheap artist and during the night had him 
paint a number of enormous hands on the sidewalk in different parts of the 
town, all pointing in the direction of his store, and on them the wording. 

"Don't stop until you get to 's store, No. Street. It is needless to say 

that when the people of the town awoke and went out the next morning this 
merchant's name was on every tongue. 



A White Indian. 

The proprietor of a tobacco and cigar store causes a ripple of laughter 
by painting his Indian a dazzling white. His store is now known as "The 
White Indian." 



TO DRE8S SHOW WINDOWS. 237 



Window Devices and Advertising Novelties. 



In the following pages will be found a complete line of Show Window 
Fixtures, Mechanical Window Pieces, Price Cards, Labels, Signs, Advertising 
Specialties, etc. 

This feature of the book is in itself a most valuable one, as it will ena- 
ble a merchant to select specialties that can be utilized to advantage in his 
business without the necessity of referring to numerous catalogues or search- 
ing through various trade papers for descriptions and prices of the many 
articles here given. 




THE HAIxL 

CHAMPION 

Window Dresser 



PATENTED AUGUST 



This very handy contrivance is especially adapt- 
ed to meet the requirements of dealers in light arti- 
cles which have to be moved from one place to 
another on a shelf, or line, or bracket, beyond the 
reach of a man's arm. It is, in fact, a 

Ictaial Extension of i Am 

for light handling, and is particularly well fitted 
to the dressing and arrangement of articles in a 
show window. By means of this instrument, the 
user can reach every point in a window from his 
place on the floor, and can handle all articles 
therein with as much facility as if they were with- 
in the reach of his arm. 



THE UTILITY 

of the Dresser, and its adaptability to its peculiar 
uses, are so obvious from a glance at the engraving 
that it is needless to enlarge upon them. The 
practical merchant will at once understand the 
many different methods in which it can be made 
useful. It is 

CHEAP, DURABLE 

and not liable to get out or order ; and the stiffness 
of the spring can be regulated in accordance with 
the wishes of the operator, by a few turns of a nut 
inside of the handle. 




Three feet eight inches in length ; nickel 
plated ; ebonized handle ; price 
each, net, $3.00. 

SENT BY EXPRESS ON RECEIPT OF PRICE. 

j&oW Window publishing do 

Exchange Place and Commerce Street, 

BALTIMORE, MD. 



# An all-the-year-rcund Advertising Medium. !# 



'THE WORLD'S PUZZLE.' 

THE PUZZLE OF THE AGE. 

just the Thing to Give Away with a Purchase. 



The Worlds Puzzle 




S1N33 01 33IUJ 



IT LOOKS SIMPLE, BUT IT'S A TEASER ! 

Made of hardwood, 4X inches square, x / 2 inch thick, with diagram as above on 
one side and your advertisement on the other. 

A ROUSING ADVERTISER FOR AHY LIKE OF TRADE. 

This Puzzle is a scientific problem, invented by a college student, and 

consists in placing six pins in the holes on the board so that no 

two will be in line either on the square or diagonal lines. 

It may take TWO DAYS to do it! It may take TWO MONTHS! 

It is now being largely used by merchants as an advertising medium, and is 

meeting with great success among live advertisers. One clothing house 

ordered ten thousand of them as soon as they saw a sample. 

THE ADVERTISEMENT IS PRINTED ON THE BACK OF THE PUZZLE. 



SEND FOR ONE AND TRY IT FOR YOURSELF. 



SAMPLE PUZZLE, complete, mailed on receipt of 10 cents. 

Prices for quantity furnished upon application. Address 

J. H. WILSON MARRIOTT, 

BALTIMORE.' 







SIZE OR J± SILVER QUARTER, 

Just ttye tt)'u}<t> for ^ow Qdod^ arjd pric;e /T\ar^s 

IN SHOP WINDOWS. 

Sticks to Glass, Polished Wood, or any Non-Porous Surface without marring. It 

carries safely one pound in weight. Will cling to glass for from two weeks to 

three months. Practically indestructible ; can be used as often as desired. 

Iewelers, Iruggists, '.0 

telTS' m f URWSHING m STORES, ® HATTERS, 

AND ALL DEALERS IN LIGHT GOODS, SHOULD USE THE 



To apply the AIR-VACUUM HOOK, 
moisten and press firmly on to glass or 
other smooth, non-porous surface. 




PRICES. 

Sample • $ .10 

Quarter Gross ....... 1.75 

Half Gross 3.00 

Gross 5.0O 



Address all orders to 



Exchange Place and Commerce Street, 

BALTIMORE, MD. 



Patent Display Charts 

* For Sidewalk and Window Advertising. 



'.Patented February 19, 1884.) 



NEWEST AND BEST DEVICE EVER INVENTED 



SPECIALLY ADAPTED FOB 



Store and Window Advertising. 

WHAT ARE THEY 
USED FOR? 




answers: 

To Quote Prices. 

To Advertise Arrival 

of New Goods. 
To Call Attention to 
Old Ones. 
4. To Draw Custom. 






Iliy Are They Sncn 
good Things? 

answers: 

1. You can do more ad- 
vertising by using these 
charts than for $100 used 
in any other way. 

2. The frames and let- 
ters are very attractive. 

3. They are something 
entirely new. 

4. The letters are so 
neat and plain, one can 
read them one block 
away. 

5. Any live business 
man can attract more 

a- customers by the use of 
the Charts than in any 
other manner. 

6. Every person on the 
street will read what you 
have to say. 

These Chart Frames or Bulletin Boards can be used in all branches of business to display prices 
and call attention to goods that are put away out of sight. They are made of hard wood elegantly 
finished. The letters are changeable and can be placed in the frame rapidly and easily. Any live 
•business man can readily see the advantage of having a neat and attractive arrangement for quoting 
prices instead of using the old method of paint pot and brown paper. The letters are two inches in 
•height, and are kept in strong, neat boxes containing labelled compartments for each letter. All 
orders should be accompanied by money, or will send C. O. D. on receipt of $2.00, balance to be paid 
on delivery. Address 

J. H. WILSON MARRIOTT, 

BALTIMORE, ±v4 3C. 



^h 



PKTENT 



■•(©■ 



Display Charts 

por 5'^eu/al^ apd U/ii)dou/ ^duertisii?^. 
No. 2 

No. 2 Chart is the same size as No. 3, shown on following page, except 
that it is single instead of double. The frame is six feet high and thirty-one inches 
wide, and has 20 rows for letters. The feet are so constructed as to be removable 
at will, and when removed the frame can be hung on the wall or in the window. 
Nine hundred letters, figures, &c, accompany this chart. They are of three 
different colors, making possible numberless variations in the display. 

PRICE, - - $8 00 



jjl|||l|HII|l|l|li>ll|IM— 



nvHaJpl d ISiylrlulpl J20^|| 






Wm 



ffimafflf/fSpF*; 



No. 4 



No. 4= Chart is the same as No. 1, except that it is two charts hinged 
together. Six hundred letters, figures, &c, accompany this chart. 

PRICE, $5.00 

Address all orders to 

J. H. WILSON MARRIOTT, 
BALTIMORE. MD. 



Patent Display Charts 

FOR SIDEWALK AND WINDOW ADVERTISING. 



liMMiBffliiiMiMii : i 



WMMiLiTI SOIAIPSI 



: :MMMEmffiMfflmmSMSm 



mmMMMAwtt mmmfflmm 






mmmm ^ m \nmwm 
JLSQJBEIfRFm 



No. 3 is the largest and finest Chart made. The frames are nearly six feet high 
and are thirty-one inches wide, each frame containing twenty rows for letters. They 
are fastened together at the top with hinges, so that they can be closed when not in use. 

The Chart is made of hard wood, elegantly finished. The letters, which are 
two and one-fourth inches in height, are kept in a neat, strong box, containing lab- 
eled compartments for each letter. Each box contains seventeen hundred letters, 
figures and characters, which are of three different colors, thus it is possible to make 
numberless variations in the display, thereby adding greatly to its attractiveness 
and value as a Bulletin Board. 

This Chart is a very handsome thing to place on the sidewalk in front of the 
store, being lettered from both sides, and the letters being of different colors it 
makes a fine show. 

PRICE, COMPLETE WITH LETTERS, $12.00. 



ADDRESS ALL ORDERS TO 



J. H. Wilson Marriott, Baltimore, Md 



f Good Blackboard 

IS A DESIRABLE MEANS FOR CALLING ATTENTION 
TO SPECIAL SALES, &c. 




Diolp XT\ 



WE HAVE A FIRST QUALITY BOARD IN THE FOLLOWING SIZES! 

No. I, Size 16x25, complete with frame $1 00 

No. 2, Size 19x24, complete with frame 1 5° 

No. 3, Size 24x36, complete with frame 2 50 

SENT BY EXPRESS ON RECEIPT OF PRICE. 
ADDRESS ALL ORDERS TO 

Fleet, McGinley & Co., Baltimore, Md, 



Your Signature! 



ONE DOLLAR! 




cL tfot^rtal 



We will furnish you a cut of your own name, and in' your own hand- 
writing, for $1.00. Just the thing for a variety of purposes. It can be used for 
your circulars, advertisements, etc., and makes an attractive appearance, 

FOR TWENTY-FIVE CENTS extra we will furnish you a Rubber Stamp also, 
which will be found useful in many ways. Write your name in a natural manner 
with black ink on white paper, enclose a postal note for the amount, and it will be 
delivered to you free. 

FLEET, McGINLEY & CO., Baltimore, Nld. 



OEM IT ft IT T|JC miTOnr means of advertising is an attractive sign which 
lib VI IITCa D CO I commands the attention of the public and seems to 
introduce you as a first-class tradesman. A sort of passport, as it were, to general recogni- 
tion. The white enamelled letters for store windows and doors are by far the best thing of 
the kind ever introduced. These letters have been adopted by the leading merchants of all the 
large cities, and are giving universal satisfaction. While a raised letter has always been considered 
the neatest and richest for signs, etc., these patent letters are rendered still more beautiful and 
desirable by the Pure White Enamel, the lustre of which does not dim by age, but glistens at all times 
as clear and bright as French china. They are neat, elegant and conspicuous, are of many sizes and 
designs, and adapted to all kinds of tasteful combinations, and all situations. They are a pure white 
enamel, which will not change color under any circumstances. The enamel is neatly laid and 
indissolubly attached to a copper base by intense baking, which renders it as indestructible as glass 
or pottery. The letters and figures can be put in place by any person of ordinary intelligence, and 
can be detached and used again any number of times, without injury to the letters or glass. On 
windows they do not interfere with the washing of the glass, and are no more liable to injury or 
change of color than is the glass. They are not affected by heat, cold or moisture, and will not scale 
off or become soiled by contact with acids or anything else, but will be as white and beautiful after 
twenty years' use as when first made. They are cheaper than paint because they are indestructible. 
Painted signs soon become worn and unsightly, and have to be erased and rewritten at as great, or 
greater, cost than the first. The Patent Enamel Signs are good for a lifetime. 



Per letter. 
in 12 cts. 4in.wide- 



snow LETTERS' j 1 ever 

WHITE '■::■ for : --,' ;-ljuSTl^ 

^ /WINDOWS: 1. Jt ; ,,i 



Per letter. 

.-.'. $ 50 

60 

75 

1 10 

1 20 

- 1 90 

2 80 

4 5° 

FOR EXAMPLE, the following common words, 
denoting the nature of your business, will cost, in 
the style of letter designated, as follows : 

Will cost. 



15 


5 in. 


18 " 


6 in. 


22 " 


7 in. 


28 " 


8 in. 


35 " 


10 in. 


45 " 


12 in. 




14 in. 




DRUGS, 


in 3 - 


nch Narrow Block. . 


...$i 75 


CIGARS, 


in 3 


11 i< .« t< 


.. 2 10 


CARPETS, 


in 3 


" .. 


•■ 2 45 


HARDWARE, 


in 3 


" " ... 


.. 2 80 


BILLIARDS, 


in 3 


11 __ 


• 3 15 


BOOKS, 


in 4 




.. 2 25 


BAKERY, 


in 4 


" " .. 


.. 2 70 


FURNITURE, 


in 4 


" " .. 


.. 4 05 


STATIONERY, 


in 4 


" " .. 


.. 4 50 


DRUGS, 


in 4 


" Block 


.. 2 50 


KNIVES, 


in 4 


" 


• 3 00 


CARPETS 


in 4 
in 4 
in 4 


11 11 




CROCKERY, 


.< 




HATS & CAPS, 




.. 4 50 



All necessary punctuation marks and cement gratis. 

In ordering state size and style distinctly. 

Also other styles at proportionate prices. Emblems, Trade Marks, Signatures, 
Monograms, &c, made to order. Full directions for putting up sent with each 
order. Address 

Show Window Publishing Company, 

Exchange Place and Commerce Streets 



Nothing; Better 



tl^arj Roadside 




S.W. COR. 
BALTO. & 
LIGHT SIS 




Si^R ooards. 



There is no better way to advertise your 
business than by Sign Boards. I am 
making a first quality Sign six inches wide 
and four feet long that can be easily read 
by a person 200 feet away. They are 
painted with paint on paint. The boards 
are seasoned pine, and when properly 
nailed up they will advertise your business 
for years. There is nearly always one 
enterprising man in every community, 
and if you want your townspeople to 
think you're the man, send your order 
direct to me, and in a few days I will ship 
you the signs. I will furnish these 
signs at the low price of 

$ 1 2 for 1 00. 
$7.00 for 50. 

Delivered on board cars in Baltimore. 
Special rates for larger orders. Any 
merchant with good references can 
pay 'for the signs when he receives 
them. 

B^ 15 Write me what kind of goods 
you are selling, and I will get up a 
design for you without charge. 

J. H. WILSON MARRIOTT, 



Bundle of Package 



£% 
*?i* 



CARRIERS 






Something Useful. 



Something New, 




A NEW WAY TO ADVERTISE. 



TRY IT AND BE CONVINCED. 




Each is made of a continuous piece of Coppered Steel Spring 
Wire, with regular sized pail wood for a handle. 

They are made assorted lengths, 25, 30, 33 and 36 inch, to suit the 
different sized bundles to be carried. 

They are designed to be given away by the dealer to his customer, 



the latter carrying the bundle that hewould otherwise order sent home. 

Saves a quarter's worth of time and trouble for a cent and a half, 
and pays back the cost in trade. 

The carrier is a great novelty, and one of the most convenient and 
handy little articles we have seen. It will be a great advertising card 
for the dealer who first introduces them. 

It is a convenience to your customers, it advertises your business, 
and it costs you nothing in the end. 

For carrying conveniently any form of package. 




A necessity to clothiers, dry goods and wall-paper houses, shoe 
stores, water-melon and ice dealers, confectioners, butchers, bakers 
and hundreds of other retailers. 

Stands at all depots should not be without them. 



They are packed 1,000 in a case, assorted sizes, 
tied up in bundles of 50. 

PRICE PER THOUSAND, ASSORTED SIZES $15.00 

PRICE IN LESS THAN FULL CASES, PER 1,000 $16.00. 

FOR $1.00 PER 1,000 EXTRA WILL PRINT YOUR CARD ON HANDLES. 

SAMPLES MAILED ON RECEIPT OE TEN CENTS. 



J. H. WILSON MARRIOTT, 

BALTIMORE, MD. 



■ten©il ©ombinatior?<§ 




Are useful for many purposes. Each com- 
bination consists of the alphabet from A to &, 
the figures from i to o and $, can of Stencil 
Ink and Stencil Brush. They are made in 
the following sizes, and will be sent to any 
address upon receipt of price. 
PRICKS. 



l A inch $i oo 

% inch i oo 

i inch i oo 

i% inch i 25 



THESE ARE ACTUAL SIZES. 



iY 2 inch $i~5° 

iU inch 2800 

2 inch 2 00 

2%. inch 2350 




\% inches. 
Address all orders to- 



1% inches. 



1 inch. 



Yi, inch. 



J. H. WILSON MARRIOTT, Baltimore, Md. 

Jarr's peerless (jloue folder 




Saves cost of Holder in one 
week by increased sales. 

Great convenience to live 
retailers. 

Keeps stock from becoming 
soiled or damaged. 



PATENT APPLIED FOR. 



Retailers find this an inexpensive Holder which may be instantly attached to 
any box, a novel and convenient method, not only of attracting the attention of 
their customer, but enabling him to decide the glove he prefers, thus saving 
valuable time for the merchant. 

Price $3.00 per 100. If by mail, price $3.40 per 100. 

Made in eight sizes, Sample and descriptive circular, with testimonials, mailed 

on receipt of five cents. 

J. H. WILSON MARRIOTT, 
BALTIMORE, MD. 



Weather, Temperature and Held Wave Signals. 

ADOPTED BY THE D. S. SIGNAL SERVICE. 



No. 



EXPLANATION OF SIGNALS: 

No. 2. No. 3. 

IB ► 



No. 



Clear or fair 
weather. 



Rain or 



Temperature 
signal. 



Cold wave. 



Number 1, white flag, six feet square, indicates clear or fair weather. 
Number 2, blue flag, six feet square, indicates rain or snow. Number 3, 
black, triangular flag, four feet at the base, and six feet in length, always 
refers to temperature. When placed above numbers 1 or 2 it indicates 
warmer weather; when placed below numbers 1 or 2 it indicates colder 
weather ; when not displayed, the indications are that the temperature will 
remain stationary, or that the change in temperature will not vary five 
degrees from the temperature of the same hour the preceding day. Number 
4, white flag, six feet square, with black square in center, indicates the 
approach of a sudden and decided fall in temperature. This signal is usu - 
ally ordered at least twenty-four hours in advance of the cold wave. It is 
not displayed unless a temperature of forty-five degrees, or lower, is expected. 
When number 4 is displayed, number 3 is always omitted. 

When displayed on poles the signals should be arranged to read down- 
ward ; when displayed from horizontal supports, a small streamer should be 
attached to indicate the point from which the signals are to be read. 

INTERPRETATION OF DISPLAYS: 







Fair weather. 
Colder. 



Warmer 
Rain or snow. 



Warmer, fair weather, Fair weather 

followed by rain or snow. Cold wave. 



These Signal Flags make an excellent advertising medium for live store- 
keepers. For further description, see page 225. 

I will furnish a set complete, consisting of four flags of the sizes given 
above, made of the best bunting for $10.00. 

I can also furnish a flag staff, 20 feet long, made of best seasoned wood, 
surmounted with gilt ball, complete with halyards, etc., for $6.00. 

J. H. WILSON MARRIOTT, Baltimore, Md. 



An Oil Painting 

BAKES A BEAUTIFUL ADVERTISEMENT. 




Will furnish you genuine Oil Paintings, 29x35 inches, framed in elegant 
M inch Berlin gilt mouldings (which will not tarnish) in raised figures and 
pebbled surfaces, with your business card neatly lettered in the corner like 
above illustration, at the following prices : 

One Doz. $15. Half Doz. 

HO TWO ALIKE. SELECTED SUBJECTS OF LANDSCAPES, VIEWS, LAKES, Etc. 

THE COLORS ARE BRIGHT AND TRUE TO NATURE. 

Postmasters, Depot Agents, Hotel Keepers and all proprietors of public 
buildings will gladly give them a prominent place on the walls, thus making 
you an attractive and lasting advertisement, which will be read by scores of 
people every day in the year. They will last for years. 

SPECIAL OFFER-— 0n receipt of $2.00 we will send you a 
sample Painting with your business card in corner, when, if you like it, you 
can order the dozen. Address all orders to 

fleet, 7VleGinley £ Go. 

BALTIMORE, ME>. 



Fancy Advertising Cards. 

We haVe the finest line of Picture Cards for advertising 
purposes ever offered. They embrace Children's Heads, 
Ladies' Heads, Fruits, Flowers, Landscapes, Animals, Photo- 
graphs, etc., and range in price from $1.00 to $12.00 per 1000. 
A handsome picture card makes an excellent advertisement, 
fl and one that will not be thrown away. 

SfUfH 9S MII'M ^ or a se ^ °^ Samples, and you will be more than pleased. 
■kbI h y H all i « We d n ot send free samples to any one. We will print 

the cards for you on one side for $1.00 per 1000, or 75 cents for 500. If on 

both sides, $1.50 per 1000 ; or you can order the cards plain and have them 

printed yourself. 




ADDRESS ALL ORDERS TO 



SHOW WINDOW PUBLISHING CO 



Exchange Place and Commerce Street, 



BALTIMORE, MD. 



N. B.— Our line of Cards is 25 per cent, cheaper than you can get them elsewhere. 

TJje Automatic pM\% peq, 

FOR PLSIN, FffNCY AND 0RNSMENTHL LETTERING. 




These Pens are excellent for making Price Cards, Show Cards, &c. By using 

different color inks, many beautiful effects can be obtained. 
IT WRITES AND SHADES WITH ONE STROKE. 



0, 1-16 inch wide. 

1, i 



2, 3-16 inch wide. 

3, \ 



4, | inch wide. 



price, - So cts. :e^o:hc. 

Inks and Ink Powders (Purple, Black, Brown, Red and Green) especially 
for use with these Pens, 15c. Specimens of writing sent on application. 
Nos. 1, 2 and 3 are the best sizes. Sent by mail on receipt of price. Address 

SHOW WINDOW PUBLISHING CO. 

Exchange Place and Commerce Street, BALTIMORE, VIE). 



Hand-Painted Price Cards. 



I would call attention to the complete line of hand-painted Price Cards, Show 
Cards, &c, that I am carrying in stock. These cards are not printed, but paintea 
in colors, and make a most attractive appearance. The illustrations herewith only 
show some of the many styles kept on hand. Any special shape — hearts, diamonds, 
&c, — will be made to order at same prices. 




No 



No. i is a square-shaped card, 4x4 inches, with prices painted in bold white 
figures. These cards come in dark brown, red, blue, green, or any other color 
desired. A light line border surrounds each card, greatly adding to their appear 
ance. Price per dozen, 30 cents. If sent by mail add 3 cents for postage. 




No. 2. 

No. 2 is a white card, 3x2x2 inches, of the shape shown, the letters being in 
black, with red border. Price per dozen, 30 cents. If sent by mail add 3 cents for 
postage. ADDRESS 

J- H. Wilson Marriott, Baltimore, Md. 



HAND-PAINTED PRICE CARDS-Continued 




No. 3. 

No. 3 is in shape of a shield, $% x 2 inches, the cards being dark colors, similar 
to No. 1, with letters in white. Price per dozen, 30 cents. If sent by mail add 2 
cents for postage. 

I also have a very neat line of Cigar Price Cards, cut in fancy shapes, at 30 cents 
per dozen. 2 cents extra for postage. 

WINDOW DISPLAY CARDS. 

I also carry in stock or make to order a line of cards containing catchy names 
to be used in Window Displays. These cards are all hand-painted on heavy, 
colored cardboard, assorted colors, and are vastly superior to the cheap printed 
cards so extensively used. The following are kept in stock : Bon Ton, All the 
Rage, Seasonable, Warranted, London, Paris, The Latest, New Style, Our Choice, 
Best Make, Recherche, High Grade, Genteel, Young Men's, Broadway, Stylish, 
Youths', Very New, Bon Marche, Elegant, First Class, Our Own Make, Handsome, 
All Prices, The Finest, Imported, Cheap, All the Go, Fall Style, New and Neat, 
Autumnal, Nobby, Reduced to, Only. Price 30 cents per dozen. If by mail add 3 
cents for postage. 

SHOW CAED8. 

I am prepared to fill orders for larger size Price or Show Cards. These cards are 
made in three sizes — 11x14, price 15 cts. each ; 14x22, 30 cts. each ; 22x28, 50 cts. each. 
Any kind of lettering desired can be placed on them, provided it does not exceed 
four or five words. These are painted in different colors, either on white or colored 
cards. I give herewith some few of the wordings usually painted on these cards, 
but which can be altered to suit : Buy Here and Save Money, This is the Place for 
Bargains, Best Goods at Lowest Prices, New Goods, Low Prices, No Trouble to 
Show Goods, No Goods Misrepresented, One Price to All, Fair Dealing to All, 
Look at our New Goods, Hats and Caps in Great Variety, Bargains in Underwear, 
Great Reduction in Prices, Latest Styles Just Received, An Elegant Assortment of 
Boots and Shoes, Fine Goods our Specialty, Remarkably Cheap, Fall Overcoats 
Very Low, The Bargain Counter, We Lead in Gents' Furnishing Goods, Pens, Inks 
and Stationery, Choice Family Groceries, Groceries Cheap for Cash, Fine Groceries 
of All Kinds, Choice Family Flour, New Buckwheat, Give our Teas a Trial, Finest 
Oolong and Japan Teas, Choice Java and Rio Coffee, Choice Butter and Fresh 
Eggs, Pure Spices, and Extracts, Best Sugar-Cured Hams, Finest N. O. Molasses, 
Pure Lard, Vinegar and Pickles, Our Goods are Choice and Fresh, Choice Cigars 
and Tobacco, Best Smoking and Chewing Tobaccos, Our Cigars are Very Fine, 
A Havana Filler 5-cent Cigar, Our 5-cent Cigar is Elegant, The Best 5-cent Cigar 
in Town, Our 5-cent Cigar Can't be Beat, A Fine 5-cent Cigar — Try it, The Best 
5-cent Cigar Around Here, Two Good Cigars for 5 Cents, Choice Assortment of 
Canes, Tobaccos at Wholesale Prices, Bargains in Pipes and Smokers' Articles, 
Snuff, Smokers' Articles, in Great Variety, Look at our Stock of Pipes, Cigarettes — 
all kinds — also Paper. 

As these cards cannot be sent by mail without breaking, it is well to order a 
number, so as to make up a package to go by express. All orders must be accom- 
panied by the money. Samples of Price Cards sent by mail on receipt of 10 cents. 

ADDRISH 

J. H. Wilson Marriott, Baltimore, Md. 



Over 1,750,000 Sold the First Year. 



* RAMPE'S .• 

patent Exe^lsior prie^ Qard. 

ccccccccccocoooo. ooocoooccoocoooccocc c~o oooooooo o"o _ c o cTo o o 




Patented January 26, 1886. 



Shoe Dealers 



YOU 



Want Them! 




The best method yet introduced for displaying prices on Shoes in your windows. 

The above cut shows what they are. All denominations from 

FIVE CENTS up to EIGHT DOLLARS. 



Just the thing for Clothiers, Hatters, Furnishing 
Goods and Dry Goods Merchants. 

Nicely Assorted, 100 in a box, white or colored card board, price $1.50 per 100, postage paid. 

™— SEND FOR SAMPLE IOO TO-—— 

J. Pi. WILSON MARRIOTT, 

BHLTIMORE, 7«tD. 



NEW WINDOW SHOW CARDS. 




* ran a* 




(This card is exact size and style.) 

They are printed on White or Assorted Colored Cards with black ink, 

These cards are put up in packages of 60 to each package, containing 

three of each of the following names : 

Opera, Common Sense, Lo?idon, French, New York, Latest, Daisy, Beauty, 

French Kid, American Kid, All Solid, New, Elegant, Tony, Waterproof, 

Box Toe, Hand-Sewed, Hand- Welt, French Calf, Cork Sole. 

PRICE BY MAIL, Postpaid: 

Packages of White (60 cards), 75 cts.; Packages of Assorted Colors (60 cards), $1.00 

SHOW WINDOW PUBLISHING CO. 



Exchange Place and Commerce Street, 



BALTIMORE, MD. 



4H[ANDY PRICE TICKETS. 




Printed on Bristol 
Board, white letters 
on black background, 
exactly as shown in 
full-size illustration 
herewith. 

Asso tment No. 1. 

Contains tickets 
marked 5c, 10c, 25c, 
50c, 75c and $1.00, to- 
tal 100 tickets in a 
box (by mail, post- 
paid,) - - 50 Cts. 

Assortment No. 2. 

Is made up of about 
25 different priced 
tickets, ranging from 
4c to #2.30, total 200 
tickets in a box (by 
mail, postpaid.) 

$1.00 



SHQW WINDOW PUBLISHING CO. 

Exchange Place and Commerce Street, 

BALTIMORE, IVID. 



Jbe* ^urel^a * Isabels 

Ana . (7ard H°Weps, 

For Marking Goods in Plain Figures, Manufacturing Show Cards, Calling Atten- 
tion to Bargains, Working off Dead Stock, etc. Useful to every live Merchant. 





25 

CENTS. 




ONLY 




25 

CENTS. 






Fac simile of three Labels in Combina- 
tion. Thousands of different combinations 
can be made for show cards, or the labels 
may be used singly on merchandise. 



CARD HOLDER, 



For attaching cards to merchandise. The wire 
spring will hold fast to every description of mer- 
chandise, sucb as, Hardware, Glassware, China, Sil- 
verware, Notions, Boots, Shoes, Cigar Boxes, Books, 
etc. The spring being pointed, it can be used as a 
pin on all kinds of Dry Goods, Clothing, Wooden 
Ware, etc., and the return of the spring can be used 
as a hook to suspend articles from a string. 

Price per gross, $1.50. One gross in a box, postage, 
15 cents. No orders taken for less than one gross. 



The Eureka Labels are manufactured in three series, and neatly boxed, so that eac]| label is 
readily accessible. 

Series A Contains IOO Each of the Following. 

1 cent, 2, 3, 4, 5, 5, 10, 10, 15, 20, 25, 25, 35, 40, 45, 50, 50, 60, 65, 70, 75, 75, 85, 90, 95, $1.00, $1.00, $1.25, 
$1-35, $1-50. $1-65. l x -75- $1.85* $2.00, $2.25, $2.35, $2.50, $2.65, $2.75, S3.00, $3.25, $3.35, $3.50, $3-65, $3.75, $4.00, 
$4-25, 14-35. $4-50. $4-65, $4-75. $5>oo, 6789, Damaged, At Cost ; Reduced to ; Only ; Remnant, Cheap ; 
Sample, Not for Sale ; Each ; Per Pair ; Per Set ; Per Dozen ; Per Yard ; Per Pound ; Per Gallon ; Per 
Bushel. Price, per Set, Series A, 6,700 Gummed Labels, $3.00; postage, 25 cents. 

Series B Contains IOO Each of the Following;. 

1 cent, 2, 3, 4, 5, 5, 10, 10, 10, 15, 20, 25, 25, 30, 35, 40, 45, 50, 50, 60, 65, 70, 75, 75, 80, 85, 90, 95, $1.00 $1.00, 
$2.00, $3.00, $4.00, $5.00, $6.00, $7.00, $8.00, $9.00 ; Look ; Was ; Now ; Special ; Damaged ; Reduced to ; 
Remnant ; Last One ; Sample, Not for Sale ; Per Pair ; Per Dozen ; Per Set ; Per Yard ; Choice for ; 
Only ; Cost. Price per set, Series B, 5,400 Gummed Labels, $2.35 ; postage, 15 cents. 

Series C is in Odd Prices, viz., I OO Each of the Following 

1 cent, 2, 3. 5. 7. 9> 10, 13. *5. *9» 2 3> 25, 27, 33, 37, 42, 49, 50, 57, 59, 63, 69, 73, 79, 83, 87, 89, 93, 97, $1.00, 
$2.00, $3.00, $4,00, $5.00, $6.00, $7.00, $8.00, $9.00 ; Only ; Cost ; Remnant ; Look ; Damaged ; Reduced to ; 
Choice for ; Was ; Now ; Sample, Not for Sale ; Special ; Per Dozen ; Per Pair ; Per Set ; Per Yard ; 
Last One. Price per Set, Series C, 5,400 Gummed Labels, $2.35 ; postage, 15 cents. 

Please notice that these Labels only cost 4% cents per 100, and are cheaper than common blank 
labels. Extra labels to keep the assortment good, may be obtained at any time for 10 cents per ioo, 
post-paid. Address all orders to 

J. H. WILSON MARRIOTT, Baltimore. 



LIVING PICTURES. 



Among the most popular and taking attractions for show windows are the novel mechanical 
pieces, or, as they are called, living pictures. These pieces are moved by clockwork, and will run 
from two to four hours. One of their novel features is that the positions and movements of the 
figures are changed and varied from time to time. For drawing attention to store windows they are 
an invariable success, and where they have been used it has frequently been found necessary to throw 
a cloth over them, or take them out of the windows in which they are disylayed, in order to prevent 
the crowd in front from completely blocking up the sidewalk. The figures are well made, and 
enclosed in neat gilt frames, with glass fronts. On this and following pages we give illustrations of 
such as are now ready, and will be pleased to forward illustrations and prices of any new pieces that 
may befbrought out from time to time. 




MAN AND RAT. 

Man in centre, with club. Rat runs in and out from dresser. After taking aim several times, man 
strikes at rat and misses, on which he throws back his head, and a broad smile illuminates his counte- 
nance, (Size 11^x14%;), Price, boxed for shipment, #5,00 




A GOOD JOKE. 

This picture is from an old and well-known painting, and is truly full of life. It represents two 
priests seated in front of a table loaded with dainty viands. One is telling a good joke to the other, 
so good that he has evidently abandoned himself to the mirth occasioned'by "hearing it, and is fairly 
cracking his sides with laughter. Party telling joke laughs, the hearer laughs, and even- one seeing 
this picture will shake with laughter. (Size 11^x14^). Price, boxed for shipment, $5. 0'O. 

j^IT'CrsIi must aecompmiy all orders. 

Show Window Publishing Company, 

Exchange Place and Commerce Street, Baltimore, Md. 



LIVING PICTURES-Continued 



( Run from 2 to 4 hours ) 




WHO STOLE THE KEY-HOLE? 

Man arrives at home slightly convivial ; tries to 
open front door with key ; after many vain at- 
tempts he is about to succeed, when his better 
half appears at an upper window and with 
threatening looks, and broom in hand, announces 
the woe in store for him. This causes him to stop, 
and look up with an irresistibly comic expres- 
sion of astonishment and alarm. '(Size 11^x14^). 
Price, boxed for shipment, #5 00. 



THE COLORED RECRUIT. 

A negro recruit receiving instructions from his 
superior officer. The recruit seems to have great 
trouble to get in step ; he either brings his leg too 
far back or too far front, which causes the officer 
to chastise him. After the fourth trial he suc- 
ceeds. He shows his great satisfaction by laugh- 
ing and throwing back his head, and commenc- 
ing to count with the officer 1, 2, 3, 4. (Size 
11^x14%). Price, boxed for shipment, $5.00. 




MIDSUMMER NIGHT'S DREAM. 

"The Midsummer Night's Dream " explains itself. "A man in bed is endeavoring to get a few 
snatches of the "balmy," while a boy behind the door is tickling his nose. After yawning several 
times, the man at last sits bolt upright in the bed ; but apparently failing to discover anything, lies 
down again to repeat the performance, until morning arrives or the clockwork runs down. (Size 
ii}/ 2 xi4.y A ). Price, boxed for shipment, $5.00. lash must accompany all orders. 

SHOW WINDOW PUBLISHING COMPANY, 
EXCHANGE PLACE AND COMMERCE ST., BALTIMORE, MO. 



LIVING PICTUBES-Continued, 



(Run from 2 to 4 hours). 




THE LONE FISHERMAN, 



A solitary fisherman on 
the bank, seated on his 
basket, is soon rewarded 
with a bite, hauls up line, 
fish drops off; another bite, 
same result ; at last he 
feels a strong pull on his 
line, braces himself for a 
big fish, pulls up, and finds 
either a hoop-shirt, an old 
boot, or a pair of old panta- 
loons. To add to his dis- 
comfiture a frog jumps on 
the bank and gives him the 
sign so much used by little 
boys. He takes it good- 
naturedly however, laughs 
heartily, and tries again, 
but with same result. This 
piece will be found a source 
of great merr intent. (Size 
11^x14^). Price, boxed for 
shipment, $5.o0. 



THE KEY-NOTE. 

Leader of tbe orches- 
tra trying to show a 
fat musician the Key- 
No te on a Sub Bass 
Instrument After 
many trials and con- 
tortions of both teacher 
and pupil a Donkey 
pokes his head in the 
window and brays the 
Key- Note to the aston 
i3hment of the per- 
formers and mirth of 
the spectators. An 
excellent show piece. 
(Size 114xl4£). Price, 
b >xed for shipment, 
$5.00. 



SANTA CLAUS' VISIT. 

Stockings on line over 
fire-place, child (.girl) in 
bed sleeping peacefully, 
Santa Claus (loaded with 
toys) appears from chim- 
ney, child is disturbed, 
raises herself slightly, 
Santa Claus steps back, 
child goes to sleep again, 
Santa Claus enters the 
room and makes a noise, 
child sits up in bed, and 
another little girl pops out 
her head, with a look of 
delight and wonder, Santa 
Clans disappears. Very 
amusing and interesting. 
(Size n'.-xi.! 1 ,!. Price, 
boxed tor shipment, $5.00. 

Cash must accompany 
all orders. 



SHOW WINDOW PUBLISHING CO 



Exchange Place and Commerce Street, 



BALTIMORE, MD 



LIVING PICTURES-Continued. 




(JRun from 2 to 
hours). 



The 




Scene One. 



Party 




Avery comical ef- 
fect. The small 
bny is practising 
with a large gun in 
one room. While the 
old gent is busy pack- 
ing up in ati adjoin- 
ing room, the gun 
goes off, and the old 
gent and boy are 
both considerably 
shaken up. 
(Size 12^x18^ in.) 
Price, boxed for 
shipment, $5.00. 



Scene Two. 



THE MECHANICAL BASE BALL MATCH 

When wound up the figures are full of life and go through all the motions in a Game of Base Ball. 

Very durable. Very natural in their motion. Very attractive. 




No. 357. (Size, 12x28 inches.) Runs 1% hours. Free $5 00. 

SHOW "WTZNTDCJW PUBLISHING- OO. 

Exchange Piace and Commerce Street, BALTIMORE, MD. 



LIVING PICTURES— Continued. 

(Run from 2 to 4 hours). 




THE TA LOR. 

Fat Tailor on bench sewing. Young man at bench ironing ; boy on bench sewing ; Fat TaiVor sews 
awhile then falls asleep. Young man and boy grin and exchange glances. The boy pushes a pin for- 
ward slowly and suddenly jabs it into the Fat Tailor, who wakes with an exclamation of surprise and 
pain, only to find the young man and boy working like beavers. (Size 18x14 inches). Price, boxed for 
shipment, $5.00. 




, ... IMEWSSOV V«. tfOUl tSLAGK. 
Newsboy and Bootblack in center fighting. Bootblack gets the worst ot it, as the Newsboy hits 
below the belt. Cigar store boy encourages them. Apple woman scolds and dog runs, etc. (Size 
18x14 inches). Price, boxed for shipment, $5. OO. Cash must accompany all orders. 

SHOW WINDOW PUBLISHING CO. 
Exchange Place and Commerce Street, BALTIMORE, MD, 



LIVING PICTURES-Continued, 

(Run from 2 to 4 hours.) 




THOMAS CONCERT. 

The two "Old Tom's" move both eyes and mouth in a very comical manner while the white kitten 
fiddles away vigorously. Finely made and finished, full of life and motion, and very attractive. (Size 
nyix.14.% inches). Price, boxed for shipment, $5.00. 




THE OLD SHOEMAKER 

The Old Shoemaker at bench, sewing shoe, boy on one side hammering nails in heel. The Old 
Shoe Maker works slower and slower, finally falls asleep ; seeing this, the boy tries to awaken him by 
yelling; failing in this, he kicks the bench over ; the racket brings the old gentleman to time, and his 
wife appears and threatens him with a slipper— (that implement of torture the fair sex are so fond of 
administering to young and old). The whole forms a very funny tableaux. (Size 14x18 inches). Price, 
boxed for shipment, $5.00, 

SHOW WINDOW PUBLISHING CO 
Exchange Place and Commerce Street, BALTIMORE, MD. 



LIVING PICTURES-Continued. 

Extra Large Show Piece, 22x30 inches, in beautiful 3-inch gold frame. 




EXECUTION OF THE DESERTER. 



On the right a Fortress with soldier on guard at entrance, on one side wife and children in tears, 
to the left an encampment, tents, soldiers, &c. In the foreground on the right the Deserter sits on a 
mound, waiting with fear and trembling for the fatal shot ; near him a drummer, facing the Deserter a 
soldier with musket, next an officer, sword in hand, on the left the chaplain, with book, all in appro- 
priate costumes. The Deserter, having fled from his post, has been captured, brought back, tried by 
court martial, and condemned to be shot. When all is ready the chaplain reads the funeral service, 
moving his head and mouth to give emphasis to the words, officer at same time moves his head when 
the chaplain has finished, the drummer beats a tatoo and the soldier takes aim (opens mouth at same 
time), Deserter trembles, officer opens his mouth wide and raises his sword, at this signal the soldier 
fires, and Deserter falls to the ground and all is over. This is without doubt one of the funniest clock- 
work pieces ever made, which will be found worth double its cost as a window attraction. 

Price, boxed for shipment, $18.00. 

SHOW WINDOW PUBLILHING COMPANY, 



Exchange Place and Commerce Street, 



BALTIMORE!, IMID- 



M e cl]ai}ical a W^doW a pieces. 



The Shelter. 



No. 358. 

A very life-like piece. 
The clockwork is first- 
class, and keeps the 
shoemaker in motion 
one hour and a half 
at each winding. 

Showy, strong and 
very attractive. The 
shoemaker moves both 
arms, eyes and mouth 
constantly, and keeps 
careful watch over the 
rat, which" 'frequently 
appears and annoys or 
frightens him. 

Size 12x13 inches. 

Price, boxed for ship- 
ment,£$4.00. 





Jt?e 
Irrepressible 

QDIjfliGt. 



No. 359. 

Full of life and mo- 
tion. Very comical. 
A regular "TUG of 
WAR." Will run one 
hour and a half at a 
winding. 

Size 12x13 inches. 

Price, boxed for ship- 
ment, $4.00. 

Cash must accom- 
pany all orders. 



SHOW WINDOW PUBLISHING CO. 



Exohange Place and Commerce Street, 



BALTIMORE, MD. 



Fine Mechanical Life Pictures. 




TROUBLE AHEAD.-No. 354-1. 

A fine large show piece, hard wood box and a theatrical scene lithographed in bright colors. The 
motioe of the figures in operation is very comical. The figures dance in a very lively manner when 
wound up. Will keep in motion for more than one hour. (Size 18x18 inches). 

Price, boxed for shipment, $8.00. 

Mechanical Show Window Piece 

Blondin Bicycle Rider- Runs by clock-work 
arranged in the base with which the rider is connected 
by a rod. The doll figure neatly dressed in embroidered 
jacket, light trousers and jaunty hat, works the pedals as 
natural as life. The bicycle wheels are grooved to run 
on the circular rim. Every part of this elegant piece is 
thoroughly made, and will wear a long time. Clock- 
work will run about thirty minutes with one winding. 
The track, or runway, is live feet in circumference, all 
decorated in bright colors and gilt. It will make a great 
attraction for a show window. Price each $5. SO. Cash 
must accompany all orders. 

SHOW WINDOW PUBLISHING COMPANY 

Ex-hange Place and Commerce Street, Baltimore, Md. 





MECHANICAL 

Hanging Dancei% 

(No. 22-1 ft) 

Dance Vigorously While Suspended in 
the Air. 

When wound, the Figure will dance 
vigorously, and as the string is almost 
invisible, the effeet is very good. While 
Dancing, the Figure opens and closes 
its mouth rapidly with comical effect. 
This is one of the best Show Window 
Attractions ever made. 

12 inches high, Price - - $3.25. 



"PEEK-A-BOO" 

(NO 49-1 2 ) 

This Mechanical Novelty for show windows 
consists of a neatly made cylinder box, or case, 
finely japanned and striped, with wood base- 
piece and cover. The Oat's Head is a very life- 
like imitation, covered with fur. It can be 
started or stopped instantly. 

When wound up, the Cat will slowly rise, 
force the cover up, shake its head, and look 
from side to side, protrude its tongue in a very 
"saucy" manner, and suddenly drop back into 
the box. This operation is gone through with 
about forty times at one winding. 

12 inches high, Price - - - - $3.25. 

Cash mast accompany all orders. 

SHOW WINDOW PUBLISHING CO. 
EXCHANGE PLACE AND COMMERCE STREET, BALTIMORE, MD. 




MINIATURE STEAM LOCOMOTIVES, 

GARS 
III THICK 

Mate their own Steam, 

and run at a fflgl 

Rate of Speed. 

SAFE & SIMPLE. 

A GREAT 

WINDOW 

ATTRACTION. 

Good models of a large 
Locomotive. Made in the 
most careful and thorough 
manner. Every one tested 
and guaranteed to run per- 
fectly. Furnished with 
Lamp, Wicks, etc., ready 
to be set in motion at a 
moment's notice. Full di- 
rections accompany each 
Engine. 

No. 90-1— Brass Locomo- 
tive, Track and Two Cars, 
complete, $8.50. 

No. 90-3— Nickle Loco- 
motive, Track and Two 
Cars, complete, $10.00. 

Extra Cars from 75 Cents 
to $1.25 each. 

Tracks 4 feet 6 inches in 
diameter. 

These Locomotives run 
by steam on a circular 
track for about twenty 
minutes at each filling of 
the lamp and boiler. They 
are finely made and work 
perfectly. Cash must ac- 
company all orders. 

SHOW WINDOW PUBLISHING COMPANY, 




Exchange Place and Commerce Street. 



BALTIMORE, ME) 



r^~ WestpfyaPs Revolving 



Smz 




elf-Draii}ii)<£ * plovuer •*• 5tai>d5. 



A HOYEL ATTRACTION FOR SHOW WINDOWS. 



••tn^m™ 




r I HIS is_the most practical Flower 
JL Stand ever made. Will carry 1,000 
pounds or more. Will not tip with 
the weight all on one side. It rests 
on double roller castors and holds more in 
less space than any Stand ever made. 
When filled, can be moved by a child any- 
where in the store without disturbing the 
flowers. All the waste water and dead 
leaves gather in a receptacle below. No 
saucers required under the pots. 

To change the position and location of 
plants, which is often necessary, is quite a 
task with other styles of stands, but no 
labor with our revolving stand. 

Merchants will find these Stands very 
useful in their stores to display goods in 
their respective lines, proving great econo- 
mizers of room and also a novel attraction 
for show windows. A pleasing combina- 
tion is made by interspersing goods and 
plants. The stand is highly ornamental, 
strong and durable, being made entirely of 
iron, japanned, painted and varnished. 



PRICES. 

No. 1 (diameter of shelves, 28-18-12) $12.00 

No. 2 " " 34-18-12) 13.00 

No. 3 " " 40-24-12) 15.00 



Weight, packed for shipping in box, 90 
to 140 pounds. 

Needs to be seen to be appreciated. 
Their beauty and symmetry will surprise 
and please, and their practical workings 
satisfy you. 

Remember, this is not a wire stand, but is made entirely of iron, and will last 

for years. 

Stands are shipped from Chicago, but address all orders to 

J. H. Wilson Marriott, 

BALTIMOBE. 



THE "HUB" 

CASH SALES MEMORANDUM BOOK. 




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SAMPLE M11LEI> 02U RECEIPT OF TEN CENTS. 

J. H. WILSON MARRIOTT, Baltimore, Md. 



R 




PS 

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d R 
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fldveilisii Tape pleasures. 



WILL IT PAY 

You to put your advertisement where it 
will stay one year for about one cent ? 
If you have competition it will. It can 
be done by using the Advertising Tape 
Measure. 

Try it. It will please you. Cheap, 
durable and useful. Before it is worn or 
destroyed it will make your name as 
popular as a household word. 

It is a strong, durable, correct meas- 
ure, 36 inches long. One side is spaced 
in inches and eighths. On the other 
side your "ad" is printed in bright red 
ink. 



Several Reasons why this is an Excellent 
Advertising Medium : 

1st.— Every lady wants one, and will take it 
home. 

2d. — They have use for it so frequently, they 
keep them where they are handy to reach ; 
therefore they are seen by many. 

3d. — Being printed in red, they are taken up 
and examined by all who see them. 

4th. — They can be put up and sent with a parcel 
of any kind, or sent by mail to any one. 

5th. — If they are thrown in the hall they will be 
taken up and saved. 

6th. — There is nothing you can give so cheap 
that will be prized as much as this. 

7th. — The room for printing your advertisement 
is large, allowing from 40 to 70 words. 

8th. — Anything as useful as this is seldom lost 
and never thrown away. 

9th. — The best houses in the country, having 
used them once, have ordered them the second 
and third time, thus showing they were entirely 
satisfactory. Send for sample and prices to 



J. H. WILSON MARRIOTT, 



BALTIMORE, TVLD. 



American Paper Napkins 

ASSORTED COLORED EOEDEES, JAPANESE DESK 



* 



Paper Napkins make an Excellent Advertising Medium. 
Your card can be printed on them, or it can be stamped 
with rubber stamp. I furnish these Napkins without 
printing at the low price of $3.50 per single 1,000, or 
2,000 for $6.50, five thousand for $15.00. Samples 
mailed on receipt of 10 cents. 



* 



J. H. WILSON MARRIOTT, 



BALTIMORE, ZMX>- 



ROBERT FARIES, 



M anufacturer o 




DECATUR, ILL. 

Revolving and Stationary 





WINDOW DISPLAY FIXTURES 

FOR ALL KINDS OF GOOE3S. 
PRICES MODERATE. SATISFACTION GUARANTEED. 

44-page Catalogue with 27 pages of engravings free. Write for it. 
(say where you saw this.) 






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MANUFACTURER OF 



BiW $hoW Window and jStor^e Finite? 



6F 6D6RV DSSGRIPTieR- 



Shelf Rails, 

Counter Rails, 

Counter Stands. 


Gents' Furnishing and 

Hat Fixtures 

Of Latest Designs. 


U/<? f[\a\[q fixtures 

FOR 

ANY LINE OF 


Necktie Stands, 

Extension Stands, 
Brass Arms. 


Jewelers' Fixtures 

in Various Designs and 

Artistic Patterns. 


TRADE, 

And if we do not have 
what you want in stock 


Hat Brackets, 

Bonnet Stands, 


Cheerfully Furnished 

FOR ALL KINDS OF 

BRASS AND METAL 
STORE FIXTURES 

MADE TO ORDER. 


we will make it for you 
on short notice. 


Swinging Brackets. 


MENTION YOUR 


Every Description 

OF 

Boot and Shoe Fixtures. 


BUSINESS AND 
SEND FOR 

CATALOGUE. 



84 7V\a' n Street, Gi ne i nn <*ti, 0bio. 



pnest Window DisplayJFixtures 



2^* 



FOR ALL LINES OF BUSINESS 






^!£ 





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msMSm 



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fiBEy 



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yiftuJI 



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hIB' 



paragon; 

For Boots, Shoes, 
Rubbers Slippers, 



Two Standards, Two 

Sliding Arms, Five Cross 

I Rods j£ inch in diameter. 

PRICES. 

FULL NICKEL PLATE. 

Frame 4 feet wide or 
under, 25 Shoe Rests and 
2 doz. Display Hooks, $18. 

Frame 5 feet wide or un- 
der, 25 Shoe Rests and 2 
doz. Display Hooks, $20. 

Frame 6 feet wide or un- 
der, 25 Shoe Rests and 2 
doz. Display Hooks, $22. 

Frame 6 ft. wide or under 
30 Shoe Rests and 3 doz. 
Display Hooks, . . $23.75 

Frames over 6 ft. , special 
prices on application. 



Trie "PROTEAN," 

For Gents' Furnishing Goods, &c. Can also be used for Hats, 
Caps, Jewelry, Millinery, &c 

Adjustable in height from 3 feet to over 8 feet. Any width to suit window. Two 

Extension Standards, seven ^-inch Cross Rods. Adjustable 

into an endless variety of positions. 

PRICES-FULL NICKEL PLATE. 

Frame 4 ft. wide or under, with 7 ^-in. Cross rods and 6 doz. Hooks, complete, $22.00 



24.00 
26.00 



yQe mal^e fixtures for floors, G oun ^ ers * Walls, 
Posts, Cornices or G e ^l^ n ^ s « 

Write for Circulars and tell us what you need. We cover nearly all trades. 

Jtye floruyief? \i\e\e\ 9 Brass U/orl^s, 

Address P. O. Box 2011, 

N 7 o^Irta S dway. S ' NORWICH, CONN. 



Revolvin 



ci 

CO 

CJ1 

1 — i 
El 
en 

.CO 



■3 

cu 
en 
co 

coo 

CU 




Above cut shows seven open pieces on one side and fourteen unopened pieces on the other. 



No dealer in Dry Goods should be without these patent Dry Goods Displayers. 
The most useful device ever offered for exhibiting their goods. They are all made of 
thoroughly seasoned hard wood, natural finish, with two coats of varnish, and with 
bright metal hooks that will not rust. The goods can be arranged in many different 
ways to make a fine display of the various kinds and styles of goods, and when once 
nsed you will say they are indispensable. Any piece of goods C8n be removed without 
disturbing the others, and every piece can be seen without removing any. 

Sent by Express on Receipt of Price. 

J. H. WILSON MARRIOTT, 



IB^L-XjTTIMIOIRIE, JiAlJD. 



"HANDY" "GEM" 



DISPLAYER. 



Dry Goods Displayer. 





Height 6 feet 4 inches. Price $5.00. Height 6 feet 2 inches. Price $7.00. 

Sent by Express on Receipt of Price. 

THE GEM AND HANDY are just the thing to set at the door and attract the 
attention of passers-by. Best thing- yoU can get to show off the goods in 
your store. It will save you clerk hire in handling goods. It will save the 
appearance of the goods, because they are not handled so much. Either full or 
broken pieces show up equally well. All of the different pieces in full view of 
your customer, and a tasty clerk can make a very attractive and varied display 



Ttyey are j^t uv^at you g^d. 



J. H. WILSON MARRIOTT, 



BALTIMORE, 7^D 



The "perfectioq" po^ty %c\. 



PATENTED MAY, 1888. 




EXACT SIZE OF PIN. 

of which there are 40 on each Rack. 

By using these Racks sales can 
be doubled, because you always 
have a grand display which at- 
tracts general attention. No tick- 
eting, marking or sewing together 
to prevent mis-mating as the pin 
answeis for all this. 



PRICE, $2.50. 

Sent by express on receipt 
of Price. 





HOW IT OPERATES. 



The Rack has forty pins and springs, each pin holds 
one pair of hose. It is hung above the counter with 
cards announcing the price. By means of a cord 
running over a pully screwed to the ceiling, it can be 
lowered to any desired height. Each pair hangs 
three inches higher than the underneath pair, where- 
by all the colors and sizes can be seen at a glance. 
With a slight jerk at the foot, the spring comes into 
action, the pin bends forward and the Hose are 
removed. The selection having b<;en made it is again drawn up, by drawing the cord backward 
the knot catches in the fork at pulley (as shown in cut) and holds the Rack. The hose are still on 
exhibition, the counter is clear, the sale is made quickly, and the customer is better pleased. Give it 
a trial; it will revolutionize your Hosiery sales. 

Address all orders to 

J. H. WILSON MARRIOTT, 

BALTIMORE, MD. 




CONNER'S 



Hose * MierclM Exlitor 



AND REVOLVING STAND. 




Special Advantages. 

Each Exhibitor will hold a dozen or. more 
pairs of Hose. 

Any pair may be withdrawn and replaced 
without disturbing any of the remaining 
hose or handkerchiefs. 

Each Exhibitor is so arranged that a 
price card may be slipped into the groove. 
Can be changed at will. 

Goods are constantly and attractively 
displayed. 

Odds and ends can be put together and a 
price card put on all. What were old and 
unsalable will sell readily. 

These Exhibitors will last a life-time — 
nothing can give out. 

They can be used to exhibit other goods 
besides hosiery and handerchiefs. 

Their use will increase the sale of hose 
and handkerchiefs. 

One of the most troublesome stocks to 
show and keep in order is hosiery. The use 
of the Patent Exhibitors enables you to 
show the entire stock at a glance without 
the annoyance of taking down boxes and 
unfolding, as is always necessary. 

This stand is 64 inches high, and has two 
revolving wheels, each 24 inches in diam- 
eter, either of which can be raised or low- 
ered at will, as may be desired. It will 
hold three dozen Exhibitors. It is strong 
and ornamental, and can be placed on the 
counter. With this Stand and three dozen 
Exhibitors, 36 dozen hose can be displayed. 

Three Sizes of the Exhibitors are made, 
for Ladies, Misses and Gents' hose. 



^r COMPLETE OUTFIT consists of three dozen Ex- 
f\ hibitors — one dozen of each size — and a Revolving 
Stand. I will, however, sell the Stand separate, or sell 
single dozen Exhibitors. 

PRICE OF COMPLETE OUTFIT $10. 
PRICE OF EXHIBITORS ALONE, $2.50 PER DOZEN. 
STANDS, $2.50 EACH 



Stand with three dozen Exhibitors, boxed, ready for ship- 
ment, weighs 50 lbs. A sample Exhibitor only will be sent 
by mail postpaid for 25 cents, to those who may wish to 
examine them. 



TERMS— Casta upon receipt of goods, or €. O. 
known firms. 



D. to mi- 



This cut shows how an J.H.WILSON MARRIOTT, 

Exhibitor appears when 
filled and hanging up 



B-A-XjTI^vdlO^E. 



'A* 



EMPIRE 






Patent "Seif-FasiBig" Pin Tickets. 

A First-CIass LOW PRICED Ticket. Neat, Strong and Reliable. 
All Ready to Fasten on Goods. No Pins nor Sewing. 

FOR DRY GOODS, CLOTHING, HATS, CAPS, SAMPLES, AND ALL TEXTILE FABRICS. 

PBICE3 AS HERE GIVEN ARE FOR "PLAIN TfCKETS." 



Sire C . 

Emjire Pajeat 



Metcalf Bros. 
& Co. Detroit, 



50c per 1000 



Si ze C. 

Km ir»PaJent 




50c per j 000 



Size C. 



L 



50c per 1 000 



Size D. 

n^ire Pajjent 



A, Hamburger 

& Sons, 
People's Store, 

Los Angeles, Cal. 



Width 
Prtce 



55cts. per 1000 



Size E . 

KraHire P&jeut 



LORD & TAYLOR, 
Upholstery Dept 



Width 
Price $ 

New York. 



In. 



oocts. per 1000 



Size L, 

Kmj|ire Parent 



Penn Knitting Mills, 
Philad'a. 



Style 



36 



Warranted full Size 
• as marked. 



$1.30 per 1000 



_Size_K.__ 

Emjlre Parent 



$1.10 per 1000 



T. C. ERVTN & CO. 


I 


Size H. 


j 


Chattanooga, 


i j 


Imijire Pajjeut 


Teim. 


I. STONE. 








Width In. 


No. 




Price 


Suit $ 

Pants 


j ; 











Vest 






Overcoat 





90 cts. per 1000 



Size F. 
limlire Pa]enT 



Darlln?ton, Runk * Co. 
Philadelphia, 



65 cts, per 1000 



PRICES FOR PRINTING, 

Similar to Samples above. 

5,000 35 cts. per 1,000 

10,00c 25 " " " 

15,000 20 " " " 

20,000 ••.•15 " " " 

25,000.. 10 " " " 

Special prices on larger quantities. No orders for Printing received for 

less than 5,000. 



Where different sized Tickets are included in the same order for Printing, 
which will necessitate the changing of Type, Fifty Cents extra will be charged for 
each c ange. The utility and convenience of these Tickets, jcombined with the 
great saving of time and money, is highly appreciated by thousands of Merchants 
and Manufacturers who are now using them. Address all orders to 

J. H. WILSON MARRIOTT, 



B.A.XjI'XavdCOSfcDS, 2n£JD. 



CONNER'S SELF ENGAGING TAGS 

are recognized by the trade as the very best device 
manufactured for marking Cassi meres, Cloths, Dress 
Goods, Flannels, Ginghams, Cheviots, or any other 
Folded or Rolled Goods. 

The tediousness of tagging is entirely dispensed 
with, as the Tag can be attached instantly. 

The cord is flexible, which permits the ticket to 
hang nicely, and the knot does not show. 

A small brass hook, of the size shown in cut, is 
attached to the cord. 



CAN BB ATT ACHED IHSTAHTLY. 




To fasten the Tag, all that is necessary is to place 
the hook on the end of a flat, thin stick, and push 
the stick between the folds of the bolt of goods ; 
withdraw the stick and the hook will remain where 
it is placed. — "Self Engaging." 



Ttiis cat shows the 
different sizes. 



These Tags are made of (he best quality of White Tag Board and are sold at 

the following 

REDUCED PRICES PER 1 




No. 33 $3 00 

•« 36 1 2.80 

o 



37. 

39 . 

40. 
42. 



GO 
.2 40 
2 20 
.2.00 



" 43 1 .80 

No order received for less than 1,000. Terms Cash with order. 

The Tags can be sent by mail at the following rates per thousand : 



No. 33 48 cts. 

" 36 40 »* 

" 37 35 " 



No. 39 31 cts. 

" 40 28 M 

« 42 24 M 



No. 43... 
Samples mailed upon receipt of 10 Cents. 



22 cts. 

Address all Orders or Communications to 



SHOW WINDOW PUBLISHING CO. 

Exchange Place and Commerce St. BALTIMORE, MD. 



WilisoR's EiameiM Letters * Figures 

— ARE JUST THE THING — 

To announce Special Openings, Closing-Out Sales, for Labelling Boxes, 

Drawers, Etc., and for Lettering Show Cards, Price Marks, Glass 

Signs, Show Windows, Show Cases, and to announce 

Special Sales on Store Fronts. 

Ready Gummed and Cut. Easy to Put on. Useful in a thousand ways 
to Decorate the Store and Advertise Goods. 

Trial Outfit (or $1.50. 

Sent to any address, charges paid, on receipt 
of price. 
THIS OUTFITICONTAINS 
2 70 Letters 1 inch high, 

270 Letters If inches high, 

170 Figures l|ineh high, 

Either Black, White or Red Let- 
ters. In ordering, specify color. 

One Illustrated Book of Instruc- 
tions, showing how to use the Let- 
ters about the store in many ways. 

Above outfit contains 710 Letters 
and Figures, all ready for use. 

These Letters and Figures are all 
put up in separate envelopes and 
packed in neat boxes. 



THEY COST BUT A TRIFLE , 

But with them you can announce 
Special Sales or New Goods on your 
store fronts, make beautiful glass 
signs, attractive show cards and neat 
price marks. 
For larger outfits see "Office Box"" 

It will cost less than 13 cents to letter your window as and "Handy Box" assortments be- 
above with these letters. low. 

THESE LETTERS AND FIGURES ARE ALSO PUT UP AS FOLLOWS: 




OFFICE BOXES. 



No. 5 Box, containing 500 Letters and Fig- 

. ures, 1 inch high $1 co 

No. 10 Box, containing 500 Letters and Fig- 
ures, i54 inches high 150 

No. 16 Box, containing 500 Letters and Fig- 
ures, 2% inches high 300 

No. 24 Box, containing 500 Letters and Fig- 
ures, 4 inches high 450 

Boxes 5 and 10, or 10 and 16, make a good com- 
bination. 



HANDY BOXES. 



No. 5 Box, containing 1,000 Letters 1 inch 
high •• $1 75 

No. 5 Box, containing over 500 Figures' 1 
inch high 1 oo- 

No. 10 Box, containing 1,000 Letters x^i 
inches high 2 75 

No. 10 Box, containing over 500 Figures 1% 

inches high 15a 

These Letters and Figures are also made 2%. 

and 4 inches high. 

Send for Illustrated Price List showing full line of goods, as also actual samples of Gummed 
Letters. 

J. H. WILSON MARRIOTT. 

ZB-A-LTIJ^OIESE. 



Wik's Letters, Figures, Fancy Cat Cards, k 




's Card Pins, 

FOR 

Holding Price Cards, &c- 







i 



You can make this 
Price Card complete 
with Gummed Fig- 
ures, Fancy Cut 
Cards, and Gold 
headings at a cost of 
about i cent. Over 
50 styles of Gold 
headings, and 25 dif- 
ferent shaped cards 
in stock. Send for 
descriptive pamph- 
let, giving prices 
and styles of cards, 
also list and prices 
of Gold Headings. 



WINDOW DRESSERS 

Will at once see the conveniences of Willson's Gummed Letters and Figures, 
as well as the Cards and Card Pins for dressing windows, and for dressing the 
store generally. You can make any price card that you need without sending out 
to the printer or painter, and can also make a tasty show card or glass sign to 
hang among the goods. 

PATENT CHAINS. 

There are always some lines of goods that you are 
anxious to sell, either because they are new and profita- 
ble, or that you want to close them out. The best way to 
do this is to attract attention to them by hanging a few glass signs over these parti- 
cular goods with these patent chains, and neatly lettered with 1 and 1^ white 
letters. A common piece of window glass and a few Patent Chains, with a box or 
two of letters, is all you need, and you can make an elegant and attractive sign or 
show card. Another important feature is that you can wash them off, and at a 
trifling expense of 5 or 10 cents, re-letter them daily or weekly as the occasion 
may require. 

Chains of the following sizes are kept in stock: 10x16; 6x18; 3><xi4; 6x12; 

PRICE 15 CENTS EACH. 

These chains have Patent Link Corners for holding the glass firmly. 



THIS LOT RECEIVED 



J. H. WILSON MARRIOTT, 



Baltimore, Md. 



USEFUL AND LASTING 

Ad? ortisine f Spoeialti 



In addition to Yard Sticks and Foot Rules, I also make a number of 
Advertising Specialties in wood, such as 

SCHOLAR'S COMPANIONS. 

A small Basswood Box, with sliding cover containing Lead Pencil, Slate Pencil, 

Penholder and 6-inch rule, with your advertisement printed on cover of 

box. Every mother and father will bring their child to get one, 

and the merchant who uses them will become immensely popular. 




DOMINOES. 

White Basswood, black spots, with adver- 
tisement printed on the back of each Domino. 
Wooden box, with your advertisement printed 
on sliding cover. Every time the game is 
played you will be advertised. An excellent 
medium. 



Advertising Pin Cushion. 

This is one of the best Advertising Novelties ever placed on the market. It is 
well made and will last for years. Every lady ought to have one for her dressing 
room ; every merchant ought to have one to keep on his desk. Your adver- 
tisement being printed on it, it is constantly before one, and your name and business 
thus becomes indelibly stamped upon the mind. 





MAKE A SPLENDID ADVERTISING 
MEDIUM FOR SUMMER TIME. 

Have a fine line of these goods, all strictly first-class, 
beautiful in designs and colors, complete with wooden 
handles. 
Prices range from $12.00 to $16.00 per thousand, with 
your advertisement printed on them. 

Send 25 cents for full line of samples and prices. 

SAM PLES of Yard Sticks, Rulers, Scholar's Companions, Domi- 
noes, etc., sent upon receipt of 50 cents, which amount will be credited on first 
order. 

J. H. WILSON MARRIOTT, 

BALTIMORE. 



USEFUL AND LASTING 

Advertising i Sptrialtt 



Yard Sticks and Rules 

Are generally recognized as being SOMETHING USEFUL, and therefore are 
always appreciated. They are never thrown aw r ay, but are saved, and being con- 
tinuously used, your advertisement is therefore continually brought to notice. 
They last for years and their usefulness never ceases. 



YARD STICKS. 



JJ_L 

I 1 



I I i I i I I I I I 



i i i i i i i ii i m i ii i i 



'3 



'5 



Compliments of EDW 

These Yard Sticks are made of best quality, well-seasoned wood, neatly fin- 
ished and carefully graduated, and can be relied upon for accuracy. They are 
finely printed from steel dies, and your advertisement is printed full length of stick 
on one or both sides, in large, bold type. 



ADVERTISING RULES, 



J.H.WILSON M 



I I 



I i f ' 



I l 



I I I I I I I M | M l I | I I : | 



The above cut represents our most popular style of advertising Rule. I 
manufacture a large variety of Rules, from the plain Basswood Rule to the finished 
Brass Edge office Rule. 



SAMPLES 



In order that intending purchasers may examine my full 
line of Yard Sticks, Rules, Dominoes, etc., etc., I have put 
up in a neat package an assortment of samples, which will be 

mailed upon receipt of 50 cents. The amount thus paid, however, will be credited 

on first order. 

J. H. WILSON MARRIOTT, BALTIMORE. 



jy yo^oyo^| 



ill 



= H 



U ■ 



■ ■ ■ ■ THAIN'S .... 

'Damascus f^lade 

]V[Aiir * Opener 



IS ACKNOWLEDGED TO BE ONE OF 



The Be# Advertising IJedmmg in the Market 

Made of Steel, Highly Tempered. 

Beautiful in Finish and Very Durable. 



Beasons 



WHY 



It is a, O-ood. 



ist. It will be used by a business a man himself, 
and not by his clerks. 

2d. It will be used as often as the merchant 
receives his mail. This means several times a day. 

3d. It will last for years. Therefore, it means 
many times a day for many years. 

4th. If you are in business to stay, and know 
where you want to get your trade, it is worth some- 
thing to get your name in the hands and before the 
eyes of would-be customers, so that you can be sure 
that it will stay and be a constant "drummer" for 
you. 

5th. Your advertisement is handsomely printed on 
both sides of the handle, and will always, therefore, 
be "right side up." 

EACH ONE IS ENCLOSED IN A WOODEN BOX FOR MAILING. 



^SAMPLE MAILED ON RECEIPT OF 2 5 CENTS, 
and Quantity Prices quoted upon application. 

f J. H. Wilsoi* Marriott, 



CUT IS EXACT SIZE. 



bal/tiiviore;, md. 






THHIN'S 



*1* 



^olung^Blotte; r 

MAKES A CAPITAL ADVERTISEMENT. 




points of l/aitie, 



IT WILL not get lost among 
the papers on your desk as a 
common blotter will. 

IT REQUIRES but one 
movement of the hand to do 
the work. With ordinary blot- 
ters at least six movements 
are required. 

YOU DO not soil your fin- 
gers while using it as with an 
ordinary one. 

IT IS useful in sealing envel- 
opes and putting on stamps. 

IT OFFERS a capital space 
for showy advertisements, both 
on the handle and blotter. 

YOUR ADVERTISEMENT 
being printed on both sides of 
the handle is always in sight, regardless of the 
position of the blotter. 

JT WILL last until any person using one with 
your advertisement on the handle will learn your 
name and business so thoroughly he will never 
forget it. 

A PERSON who once uses it will never want to 
use any other. 

Each one is packed in a box with directions for 
use, with six extra blotters accompanying. 



Sample Mailed on Receipt of 30c. 

and quantity prices quoted upon application. 

J. H. WILSON MARRIOTT, 

BALTIMORE. 




PATENT 



elf-Inking ■ Rubber • Stamps. 




Specimen of No. i, 



RETURN AFTER 10 DAYS, TO 

M. J. FOLEY tf CO. 

BOOKSELLERS, . 

11 WEST FAYETTE STREET, 



i;/x^ inch. 
Specimen of No. 2. 



WM. H. SMITH, 



—DEALER IN- 



FANCY GOODS, 

19 W. Montgomery Street, 

BALTIMORE, MD. 



i}4 x H inch. 
Specimen of No. 3. 



Boot & S^ oe Palace, 

18 N. Charles Street, 

BALTIMORE, MD. 



2x2^ inch. 

FLEET, McGINLEY 



No Retail Merchant Should 

be without a Self-Inkinr 

Rubber Stamp. 



^ 



THEY WILL BE FOUND USEFUL 
FOR VARIOUS PURPOSES. 



YOU CAN PRINT YOUR CARD 

ON ENVELOPES, LETTER 

HEADS, WRAPPERS, 

TAGS, ETC. 



They are made in four sizes, and are 

furnished with any lettering, as 

per specimens below, together 

with an extra tube of ink 

at following prices : 



No. 1 . 




. . $ .60 


No. 2 . 




i 
I. CO 


No. 3 • 
No. 4 . 


Postage Paid. 


. . 1.25 
• • I.50 





Specimen of No. 4. 



THOMAS & SON, 

DEALERS IN 

DRY GOODS, 

22 E. LOMBARD ST. 
BALTIMORE. 



2^XlX- 

& CO., Baltimore, Md 



